McLaren Racing has announced the launch of a dedicated esports facility for its esports teams and ambassadors to train, compete, and create content in, the McLaren Shadow Studio.
The McLaren Shadow Studio is based at the McLaren Technology Centre in the UK and was created with the support of a number of commercial partners including Alienware, Logitech G, Splunk, Tezos and QNTMPAY.
McLaren Racing director of licensing, ecommerce, and esports, Lindsey Eckhouse, said: “We are delighted to launch McLaren Shadow Studio and build on the fantastic work the team has pioneered in the esports space.”
“The McLaren Shadow esports team was launched in 2017 when we saw an opportunity in the space between virtual and real racing, to increase accessibility through giving people access to an incredible racing experience.
“We pride ourselves on bridging this connection and helping us evolve into the next chapter by broadening our reach beyond esports into gaming.
“McLaren Shadow Studio underpins McLaren’s ongoing commitment, with the support of our fantastic partner network driving our performance and progress,” Eckhouse said.
The commercial partners involved in the facility will contribute by supplying equipment, providing data analysis, fan engagement opportunities, and an NFT fan experience.
The new facility reflects the commitment from McLaren Racing to esports, which was also shown by the expansion of the organisation’s partnership with Splunk, who became the official global partner of the McLaren Shadow esports team and the Logitech McLaren G Challenge.
Speaking on the expanded Splunk partnership, Eckhouse said: “Data-driven insight is crucial to our work at McLaren, and together with Splunk we’ve already made valuable progress on the Formula One side.”
“We’re pleased to grow our long-term relationship with Splunk, by extending the partnership to the McLaren Shadow programme and Logitech McLaren G Challenge to cultivate the same progress in a key growth area for our team.
“We look forward to continuing to work with Splunk in an exciting additional chapter of our partnership,” Eckhouse said.
The moves by McLaren Racing are the latest from Formula One, after Williams Racing Formula One team partnered with UK-based esports organisation, Resolve, to enter Rocket League competition before the start of Season XI.
Speaking on the entry into Rocket League, Williams Racing chief marketing officer, Tim Hunt, said: “Rocket League has been a topic of discussion around the team for a while now; our people play it, their kids play it, it’s huge.”
“Regardless of whether it’s on track or off it, Williams Racing has an imperative to race and compete, and this is what we’ll be doing with Resolve as we enter the Rocket League Championship Series Season XI,” he said.
