In 2010, FxPro had formed a partnership with the team then called Virgin. In addition to strong visibility on the car, the two partners had set up a game during the Turkish Grand Prix to advance cars based on exchange rate fluctuations.<\/p>\n
The company is therefore making its return to F1 with a team of greater visibility, as it is McLaren. Ilya Holeu, its marketing director, explains how sports are a major communication axis for the company: \u00ab\u00a0Sports sponsorship has long been a part of our activation program, and we are thrilled to partner with McLaren to push it even further.\u00a0\u00bb<\/p>\n
The presence of the sponsor will be multiple as it will be positioned both just in front of the Halo and on the safety element added this year, which is increasingly becoming an additional advertising space for the teams.<\/p>\n
McLaren also took advantage of the prestigious Monaco setting to announce a second partnership. This is a collaboration with HTC. This time, it is more of a technical partnership since the Taiwanese company becomes the official supplier in terms of virtual reality (VR) and augmented reality (AR).<\/p>\n
This is a sector in which Zak Brown decided to heavily invest since last year, with the launch of his own eSport competition, which allowed the winner to become the official simulator driver of the team. This partnership will therefore result in the launch of a virtual reality headset in the colors of both partners.<\/p>\n
Rob Bloom, the digital director of McLaren, commented on this announcement: \u00ab This new partnership between McLaren and HTC is at the core of our digital strategy. Through immersive technologies, we are opening a new path to showcase the richness and excitement of McLaren and Formula 1 to a larger audience, being pioneers in the use of VR and AR to create engaging entertainment experiences for fans across our competitive and eSports programs. \u00bb<\/p>\n
Finally, the Woking team revealed that it will extend its agreement with Sparco, which has been providing its suits since 1996, for at least four additional seasons. This extension will allow the two partners to mark 25 years of collaboration. It has also been planned that Stoffel Vandoorne will become an ambassador for the Italian brand. He will therefore adopt its shoes and gloves instead of Alpinestars, which he has been using until now.<\/p>\n