McLaren joins the IQONIQ stable ahead of British GP
McLaren Racing, the UK-based Formula 1 team, is the latest sports organisation to partner with IQONIQ, the new fan engagement platform, in a bid to boost its digital following.
The multi-year deal comes into effect for this weekend’s British Grand Prix at Silverstone, at which IQONIQ will receive branding on pit crew helmets.
Moreover, as McLaren’s official fan engagement partner, the company will work with the team to roll out an app with a loyalty programme, games and prizes, special offers for ticketing and merchandise, and aggregated content from other sites.
The IQONIQ platform is due to be launched publicly in September, and it is envisaged that McLaren fans with the app will have access to exclusive content and experiences at the McLaren Technology Centre and Formula 1 races
Earlier this week, IQONIQ sealed a four-year deal with EHF Marketing, the in-house marketing arm of the European Handball Federation, to become the official partner for fan engagement and loyalty in the men’s EHF Champions League and inaugural EHF European League.
The platform has already teamed up with the likes of French soccer clubs Monaco and Marseille, North Carolina FC of USA’s National Women’s Soccer League, Euroleague Basketball, the organiser of the elite European clubs competition, and the Drone Champions League, the drone racing series.
Mark Waller, the managing director of sales and marketing at McLaren Racing, said: “This partnership with IQONIQ will enable us to continue to connect with our fans in unique and innovative ways, bringing them closer to the team and action.”
Kazim Atilla, the chief executive of IQONIQ, added: “From our inception, we have always been focused on developing innovative solutions to address the modern day needs of fandom, and McLaren Racing’s ongoing dedication to its global fan base makes it an ideal fit for our platform.”
In other developments, McLaren has formed a partnership with UK mental health charity Mind.
The tie-up forms part of Formula 1’s #WeRaceAsOne campaign with the team to raise funds and awareness for Mind’s work addressing mental health issues arising from the coronavirus pandemic.
The Mind logo will appear on the engine covers of the McLaren cars, pit crew helmets and the visors of drivers Lando Norris and Carlos Sainz at the British Grand Prix, and the two organisations will also hold a prize draw and encourage fans to donate to the charity at the Mind website.
The Silverstone round is the fourth of the season, which only got under way this month, following a delay of over three months caused by the coronavirus pandemic. The UK circuit will stage a second successive race on 9 August.
At present, all grands prix are being held in Europe, and behind closed doors, because of the complications caused by Covid-19.
The organisers of the Italian Grand Prix confirmed yesterday that the event at Monza on 6 September will also be held without spectators, with all ticket holders entitled to full refunds.
Formula 1 is hopeful that fans will be able to return to circuits later that month, with tickets on sale for the Russian Grand Prix in Sochi on 27 September, and aims to finish the disrupted season in the Middle East in December.