Partypoker is going full throttle on its new partnership with McLaren in an effort to deliver some unique experiences to its players.
The online poker site partnered with the Formula 1 team and its driver, Daniel Ricciardo, in May. Ricciardo was quickly drafted in to promote a new responsible gambling campaign and take part in a special tournament.
Jette Nygaard-Andersen, CEO of Partypoker’s parent company Entain, promised these were just the start of things to come. Since then, Partypoker’s promo team has been working on ways to meet the CEO’s promise of creating new opportunities for players.
Grand promotion for racing fans
The latest “opportunities” are two promotions whereby players can win VIP F1 racing experiences. The Super Fan promotion requires Partypoker players to demonstrate their knowledge of racing. Entrants have to watch a video, name the track on which the racing is taking place, and complete the registration form by August 30.
Everyone who gets the right answer will be put into a random draw where three winners will receive one of the following prizes:
- 1st Prize – A McLaren experience at the Monza Grand Prix for the winner and a friend, including a meet-and-greet with Daniel Ricciardo and $5,000 in spending money
- 2nd Prize – Four winners will each receive a pair of grandstand tickets for the Monza Grand Prix in Italy
- 3rd Prize – Ten winners will each get an official McLaren cap
Building on this promotion, Partypoker also launched its second McLaren-themed giveaway. Running from Aug. 23 until Sept. 19, the promo requires players to earn McLaren Miles by playing cash games. Players will receive a mystery card each time they reach a certain rake threshold. The cards can contain cash prizes ranging from $0.50 to $1,000, or McLaren Miles.
Each McLaren Mile is equal to one ticket for a prize draw that will take place on Partypoker’s Instagram channel at the end of the promotion. The player chosen at random will win a VIP trip to the F1 Emirates Grand Prix De France, as well as $5,000 in spending money.
Partypoker partnership driving the industry forward
Crossover promotions between poker and sports companies aren’t new. In the past, we’ve seen sites like PokerStars give away tickets to UFC events as part of a promotional relationship. Partypoker is jumping on the same bandwagon but in a sport that hasn’t traditionally be linked to poker.
While we’ve seen multiple collaborations between poker sites, soccer stars, and professional fighters, Formula 1 is uncharted territory. That’s something Jette Nygaard-Andersen wants to take advantage of. And, beyond the benefits for Partypoker and its players, the partnership with McLaren is a testament to the continued evolution of poker.
Major brands were quick to cut their ties with the industry after Black Friday. TV shows were an obvious casualty of the 2011 shutdowns by the US Department of Justice (DOJ). GSN stopped showing High Stakes Poker due to its association with Full Tilt.
Then, as the impact of Black Friday sent the US market into a spin, European poker events began to suffer. Matchroom, one of the largest sports promotions companies in the world, stopped producing TV shows such as the Partypoker Premier League and the Poker Million. Online poker traffic subsequently dropped, as did attendance figures at the WSOP.
By all measures, the industry had hit a downswing. However, poker has rebounded. The top online sites are currently attracting upwards of 50,000 players, and the WSOP Main Event is booming again thanks, in part, to a budding relationship with CBS Sports Network.
Now, thanks to increased regulation, a greater focus on responsible gambling, and a general uptick in online gaming, big businesses are coming back. So, while individual deals are great for the companies involved in them, they’re also driving the industry forward and raising poker’s profile.