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McLaren Racing has announced a new multi-year partnership with Global, with the British media and entertainment company joining the reigning Formula 1 constructors’ champions as an official race partner and official audio race partner from the 2026 season.
The agreement will span both the McLaren Mastercard Formula 1 Team and the McLaren Hypercar Team, reinforcing McLaren’s growing commercial diversification strategy as Formula 1 continues to deepen its integration with mainstream entertainment, digital media and fan engagement platforms.
The partnership was officially launched through Global’s flagship UK radio programmes, including Heart Breakfast and Capital Breakfast, during a special live broadcast from the McLaren Technology Centre in Woking.
Under the agreement, Global branding will feature on McLaren’s race-team radio headsets during selected F1 weekends, including marquee events such as the Monaco Grand Prix and the British Grand Prix at Silverstone. Branding for Global Player, the company’s digital streaming and entertainment platform, will also appear on headsets used by McLaren personnel and drivers Lando Norris and Oscar Piastri during selected European races.
The partnership reflects F1’s accelerating crossover with the wider entertainment industry, with teams increasingly targeting media, audio, streaming and lifestyle audiences beyond traditional motorsport sponsorship categories.
Matt Dennington, Co-Chief Commercial Officer at McLaren Racing, said, “Global shares our commitment to reaching fans in meaningful ways. Bringing them into some of our most iconic race environments will add real value to how we connect with audiences throughout the season. We look forward to working closely with the Global team across the selected races.”
Global Chief Commercial Officer Mike Gordon added, “Partnering with McLaren Racing as Official Race Partner and Official Audio Race Partner is a brilliant opportunity to put Global Player at the heart of the action on one of the world’s biggest sporting stages. Global and McLaren share a drive for performance and precision, with a shared focus on entertaining and engaging audiences. We’re excited to keep race fans updated on Global Player, across our radio brands and our billboard network.”
Global operates several major UK media brands, including Capital, Heart, Classic FM, LBC, Smooth and Radio X, alongside Global Player and one of Europe’s largest outdoor advertising networks.
The deal further strengthens McLaren Racing’s expansive sponsorship portfolio, which includes brands such as Intel, Liquid I.V., FxPro, Etihad Airways, Dell Technologies, Rubrik, Deloitte, AkzoNobel, PUMA, ONEflight, Hedera, and Schneider Electric.
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