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Exclusive interview with McLaren on brand partnerships
PartyPoker has conducted an interview on their blog, where McLaren Racing’s Nick Martin (Executive Director, New Business) shares what the F1 racing team is looking for in their partners, success stories and examples of innovative campaigns.
McLaren and betting group Entain signed a partnership for PartyCasino and PartyPoker in 2021, which has already resulted in several successful initiatives and campaigns over the past two years.
An example of this is the poker tournament McLaren Turbo Series, which took place from 13-28 August 2023, hosted by PartyPoker.
The McLaren Turbo Series is just one of the initiatives to come out of the partnership, and when asked to give other examples, Martin says that “a great one recently, was our Returnship scheme with Entain, which helps to reignite the careers of women returning to roles in STEM. As part of the programme, an initial 10 places were offered to women, at Entain or within our F1 Team, for six months.”
When elaborating on what McLaren is looking for when selecting brand partnerships and recent collaborations, Martin continues: “Another example is what we’ve done together with Entain where we hosted a fireside chat with Zak Brown (CEO, McLaren Racing) and Jette Nygaard-Andersen (CEO, Entain PLC), putting two like-minded leaders together to talk about their role as CEOs and their approach to leadership. This was a piece of content that catered to not only a business audience but also a broader audience where again, we are always looking for ways to engage our sizeable fan base.”
The interview also goes into detail on how McLaren is working with a wide variety of partners and how being present in the digital sphere is just as important as being available for motorsport fans locally and internationally:
“Firstly, we work to maximise visibility for partners across our most valuable inventory, which is our cars and our drivers.
Secondly, we have a real focus on digital. McLaren has led the way in F1 on digital and social, being the first team to join Instagram, the first to join TikTok and the first to launch an app.
At Silverstone this year, we hosted a free Fan Zone in Manchester for our fans who couldn’t be at the race itself.[CF1] This ran across all three days of the Silverstone weekend and gave people the opportunity to cheer for McLaren and watch together while offering interactive experiences on-site. This was a great activation which was quite accessible and brought papaya to the people of Manchester!”
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Sapyns, a Barcelona-based business event organizer with over thirty years of experience, has expanded its already impressive service offering ahead of ICE and iGB Live! 2026.
Following a highly successful year, during which Sapyns organized various ICE-related events on behalf of Gaming in Europe, Gambling Insider, Mindway AI, Continent 8, Commit, Crucial Compliance, and Eurocoin/Novomatic, the event organizer now offers an even greater range in customization options and creative entertainment solutions for your company event.
If you are looking to entertain your business relations during or around ICE week 2026 (February 18-21), Sapyns may have the solution for you.
Whether you are looking to host a high-end intimate dinner or a large-scale corporate party, Sapyns will be able to find the perfect location and setting. Optional services include branding, event staffing, live music, DJs, flamenco performers, and other creative solutions.
Why Sapyns?
- Sapyns is a Barcelona-based event agency with long-standing local connections and know-how.
- Sapyns offers a wide range of events and options, including dinners, receptions, networking drinks, and other parties. Whether you aim to entertain fifty or one thousand guests, Sapyns has the solution for you.
- Sapyns is the agency behind the well-known Gaming in Europe events (Gaming in Holland, Gaming in Germany, Gaming in Spain).
- Sapyns co-founder Willem van Oort is a thirty-year event veteran who has successfully organized hundreds of large and small events across Europe.
Additional information & contact
If you would like more information, please visit our website or email us directly:
The post Sapyns delivers company events at ICE & iGB Live! appeared first on European Gaming Industry News.
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Logifuture-powered Bet9ja releases Moses Itauma mini-series ahead of Jermaine Franklin fight
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Logifuture-powered Bet9ja releases Moses Itauma mini-series ahead of Jermaine Franklin fight
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Nigeria’s leading sportsbook to provide fans with exclusive behind-the-scenes access
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Logifuture-powered Bet9ja announced sponsorship deal with Itauma in August
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Bet9ja social media followers grew by more than 10% to 3.1m since Itauma partnership
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Unbeaten Itauma due to fight Franklin in Manchester in January
Bet9ja, Nigeria’s leading sportsbook, powered by Logifuture, has launched a series of videos, giving boxing fans exclusive access to brand ambassador Moses Itauma as he prepares for his next fight.
Itauma, an unbeaten British Heavyweight of Nigerian descent, became an ambassador for Logifuture-powered Bet9ja in August this year.
Since then, Bet9ja has been given unprecedented access to Itauma’s camp, including his preparation for his victory over Dillian White, which took his professional record to 13 wins, with 11 by knockout.
Bet9ja x Moses Itauma: The Homecoming is being released in four parts, with the first available on Bet9ja’s YouTube channel today.
Watch: Moses Itauma Homecoming Episode 1 will premiere on YouTube at 10am GMT on Monday, December 1: https://www.youtube.com/shorts/Y9Lx9MLlnnA
The series features footage from Itauma’s visit to Lagos, Nigeria in October – a trip supported by Logifuture and Bet9ja.
Arriving on a Bet9ja-branded private jet, Itauma was greeted by fans at Lagos airport, before attending the Bet9ja sponsored Chaos In The Ring boxing event in the city.
The following day saw Itauma join a sparring session with promising boxers at a local boxing gym before attending a Bet9ja retail outlet and hosting a party with notable guests from Nigerian music, arts and politics.
The number of followers across Bet9ja’s social channels have grown more than 10% since the partnership with Itauma was officially announced and now stands at more than 3.1 million.
Itauma is now back in camp preparing to face American opponent Jermain Franklin in Manchester on January 24.
Itauma said: “It was an immensely proud moment to return to the place of my father’s birth and the reception I received from everyone in Lagos was truly humbling.
“I am extremely proud of my heritage and I cannot say enough thanks to everyone for such a warm welcome and messages of support that I will take with me into my next fight in January.”
Bet9ja is powered by Logifuture, a leading provider of iGaming products and services, including Simulate, Zoom Soccer and Swipe Games.
Logifuture CMO Ben Cove said: “We are thrilled to be able to give fans unprecedented access to Moses through the Bet9ja x Moses Itauma: The Homecoming series and contribute to the excitement as he prepares for his next challenge against Jermaine Franklin.
“When we partnered with Moses, we knew we were backing an extraordinary talent destined to make his mark on world boxing. But beyond his ability in the ring, his connection to Nigeria and his pride in that heritage make him a perfect fit for Bet9ja.
“Moses embodies the energy, resilience and ambition that define Nigerian sport and culture. Seeing him return to Lagos and receive such a heartfelt welcome from fans shows exactly why this partnership matters – to him, to Bet9ja and to the millions who follow his journey.
“We’re proud to stand beside Moses as he continues to inspire and build his legacy, both in the ring and across the wider sporting community.”
The post Logifuture-powered Bet9ja releases Moses Itauma mini-series ahead of Jermaine Franklin fight appeared first on European Gaming Industry News.
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Playson unwraps €2M+ Christmas spectacular as part of biggest ever Non-Stop Drops and Races promotion
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Award-winning slot studio delivers festive prize boost, additional promotions and more games for December and January
Playson, the accomplished digital entertainment supplier, has unveiled its most rewarding Christmas campaign ever, offering over €2 million in prizes as part of its biggest Non-Stop Drops and Race promotion to date.
The festive edition almost doubles Playson’s regular prize pool, delivering maximum seasonal value for operators during the industry’s peak engagement period. Players will compete for prizes across more than 35 titles, including the studio’s best-performing games and Christmas releases such as 25 Cookies: Hit the Bonus, Merry Giftmas: Hold and Win and Jingle Coins: Hold and Win.
All four of Playson’s proven tournament mechanics will feature, including:
Non-Stop Drops: Constant excitement and rewarding gameplay await, with a boosted €500,000 monthly prize pool and four thrilling weekly phases.
Cash Days: Popular tournament returns with a tinsel-topped €250,000 prize pool, running from 1st to the 8th of each month. Top performers will compete for individual prizes of up to €25,000.
Cash Days X-TREME: In a sparkling finale to 2025, Cash Days X-TREME will feature from 25th to 31st December. The premium tournament delivers a €350,000 prize pool for high-value customers (HVCs), with individual prizes of up to €35,000 delivering the biggest rewards of the year.
Short Races: Mini-tournament format receives a festive boost, with a €250,000 prize pool across December (9th to 24th) and January (9th to 31st), representing a €100,000 increase from standard months.
The comprehensive Christmas campaign underlines Playson’s commitment to delivering segmented promotional strategies that cater to every player demographic.
Michael Tadross, Director of Account Management at Playson, said: “This year’s Christmas campaign is our most ambitious promotion yet, designed to offer more satisfaction for players and give operators maximum competitive advantage during two key months in the iGaming calendar.
“With €2.35 million in prizes and brand-new HVC-focused mechanic, we are delivering the promotional power our partners need to own the festive season and drive meaningful engagement across all player segments.”
The post Playson unwraps €2M+ Christmas spectacular as part of biggest ever Non-Stop Drops and Races promotion appeared first on European Gaming Industry News.
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