McLaren Racing has partnered with London-based Veloce Esports to expand its existing esports effort into a complete multifaceted sim racing esports program. 

The partnership will see Veloce manage and develop McLaren’s esports team and establish a sim racing training academy. The companies say their ultimate goal is to create a “staircase of talent.” 

Discussing plans, Managing Director of Sales and Marketing at McLaren Racing, Mark Waller, said:

“We are delighted to begin this new partnership with Veloce Esports with our clear focus on continuing to engage a new, younger generation of motorsports fans. Joining forces with an ambitious and forward-thinking company in Veloce is the next significant step to build on the great progress we have already made in the esports category over the last few years.

“The popularity and growth of esports has been well-documented in recent weeks and that trend looks set to continue even once racing on track resumes. Our aim is to develop and nurture fresh talent via the virtual academy, drive the performance of our esports team and carve new ways of attracting and interacting with fans from around the world.”

While CCO and Co-founder of Veloce Esports, Jack Clarke, added:

“We are thrilled to be working with such a pioneering and iconic team as McLaren Racing, which has a renowned history in motorsport. 

“We share a passion for competition and innovation, and I know this partnership will establish the ultimate destination for fans to interact and a unique space for the best gaming talent in the world to compete as a team. We are incredibly proud and look forward to building a full-scale esports ecosystem with McLaren.”

Benjamin Daly, who races as “Tiametmarduk” has also been announced as a McLaren Shadow Ambassador, to support the esports team for the 2020 program. 

In March we reported McLaren had extended its partnership with gaming peripherals brand Logitech G. 

AYO.NEWS says:

With sim racing enjoying a boom in popularity thanks to the COVID-19 crisis shutting down real-world motorsports, and companies like McLaren now investing serious resources into developing talent, things are looking good for the future! 

Staying with sim racing in the UK, earlier today we reported the British Rally Championship has confirmed AMD and PCSpecialist as leading sponsors of the first BRC Esports Invitational Series. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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