Entain has debuted its ‘Party Responsibly’ initiative, utilising the partnership of its PartyCasino and PartyPoker brands and McLaren Racing, to promote the benefits of staying in control, whether at the wheel of an F1 car or when betting and gaming.

At the centre of the campaign is a mini-film, Time to Pit, featuring McLaren F1 driver Daniel Ricciardo, in which he asserts the importance of respecting your personal limits and staying in control.

As part of the initiative McLaren’s MCL35M cars will carry the Party Responsibly messaging, rather than product branding at the next two races, the Styrian and Austrian Grand Prix – both to be held at the Red Bull Ring in Spielberg, Austria.

The campaign will feature the launch of a new internet hub [partyresponsibly.net] which, in addition to the aforementioned film, will show how McLaren has promoted safety through the years by continually innovating new safety features on its cars. 

The hub will also help players check that they are in control of their betting and gaming, and provide clear and concise information on best ways and tools to maintain full control.

Grainne Hurst, director of corporate affairs at Entain, said of the launch: “We believe there are lots to learn from the importance McLaren and Daniel 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.”

The collaboration between PartyCasino, partypoker and McLaren Racing, which was first detailed last month, will also feature McLaren themed casino content and access all areas games on the sites, competitions to win access to the McLaren Technology Centre, shared promotions throughout the companies’ social media channels, and jointly developed marketing content.