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Iqoniq adds McLaren Racing to sports portfolio

Carlos Sainz celebrates with members of the McLaren F1 team after being awarded third place in the 2019 Brazilian Grand Prix. (Photo by Getty Images/Getty Images)

McLaren Racing has signed the engagement app Iqoniq as the official fan engagement partner of the McLaren Formula 1 team.

The multi-year sponsorship will start at this weekend’s British Grand Prix and will see the Iqoniq brand represented on the McLaren F1 pit crew helmets.

The app, which launches in September this year, will offer McLaren fans the opportunity to access exclusive content and experiences at the McLaren Technology Centre and F1 races.

Commenting on the deal, Mark Waller, managing director of sales and marketing, McLaren Racing, said the partnership will enable the F1 team to continue to connect with fans in “unique and innovative ways, bringing them closer to the team and action”.

The Iqoniq platform works through an all-in-one app, which provides fans with content on their favourite individuals or teams, and rewards them with loyalty programmes, in-app games and prizes, special offers for ticketing and merchandise and aggregated content from other sites.

Iqoniq has also made deals in football as the shirt sleeve sponsor of Ligue 1 club Olympique de Marseille and a sponsor of fellow French league club AS Monaco; in basketball, as the official fan engagement and loyalty platform for Euroleague Basketball; and, most recently, in handball, as the fan engagement partner of the European Handball Federation.