The McLaren Formula One Team announced on Wednesday that along with their partner VELO that they will launch a new esports racing series.

Speaking about the news, chief commercial officer with McLaren Racing Mark Weller commented saying:

McLaren and VELO share a similar passion for putting fans at the heart of engaging experiences. It’s great to kick-off the New Year while we wait for the new Formula 1 season to get underway with this exciting new eracing initiative. Fan engagement continues to be more important than ever during these times so it’s great to work with our partners to develop fantastic experiences like this.”

Presented by ex-Top Gear host and TV presenter, Rory Reid, the four-part VELO ESERIES will see top celebrities go head-to-head against internet sensations. Launching this weekend, Series One kicks off with globally renowned DJ, singer-songwriter and producer Craig David, and Supercar Blondie, the world’s largest automotive creator.

The VELO ESERIES brings together VELO’s passion points to drive global brand awareness and connect fans across motorsport, music and entertainment. It will see VELO reaching its adult nicotine consumers in new, exciting and engaging ways, giving them the opportunity to participate and race against celebrities with a host of exclusive prizes up for grabs, including VELO-branded racing overalls, gloves and games consoles.

Paul Lageweg, BAT’s New Categories Director said:

“VELO is all about creating exciting experiences for our adult nicotine consumers, encouraging them to find their edge, and we are bringing this to life with our new VELO ESERIES programme. The popularity of adult gaming has continued to grow, so we’re excited about tapping into this trend, adding an exciting and entertaining twist with some famous faces. It’s important that we always look for new and creative, digital-first ways to use our global partnerships to connect with our consumers and delight audiences around the world.”

DJ, Singer, Songwriter and Producer Craig David said:

Hanging out at McLaren’s HQ was an incredible experience where they properly put me through my paces with F1 training and simulator practice – hopefully I’ll have some major skills going into the virtual race. A huge thank you to all the team there and at VELO for allowing me to be part of this eracing series!”

Supercar Blondie Alexandra Hirschi said:

“I absolutely loved racing against music legend Craig David. That’s what I love about cars, it brings people together who would otherwise never meet. VELO and McLaren have brought back a real enjoyment for esports!”

 

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