Entain launches responsible gaming initiative with McLaren F1

Through its brands Party Poker and Party Casino and their recently-announced partnership with McLaren Racing, Entain is launching a campaign to promote the importance of staying in control when gambling, which it likens to staying in control behind the wheel of an F1 car.

As part of the campaign, at the Styrian Grand Prix held last week, McLaren's F1 cars featured 'Party Responsibly' messaging instead of product branding, which will also appear at the upcoming Austrian Grand Prix.

Additionally, the campaign features a mini-film, titled "Time to Pit", in which driver Daniel Ricciardo speaks on the importance of considering limits and remaining in control.

It will also feature the launch of a new internet hub, partyresponsibly.net, which aims to show how McLaren has promoted safety through the years by innovating new safety features on its cars.

Additionally, it will help players check they are in control of their betting and gambling to provide clear and concise information on the best ways and tools to maintain full control.

Grain Hurst, Director of Corporate Affairs at Entain commented: "We believe there are lots to learn from the importance McLaren and [Mr Ricciardo] attach to managing risk and staying in control.

"That's why we think Party Responsibly is a great way to use the partnership to promote safer betting and gaming to ensure our players respect their limits and enjoy a great entertainment experience with us".