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McLaren expands TUMI partnership to include esports team and extreme E division

Posted : 01 March 2024

McLaren Racing has broadened its collaboration with TUMI, extending the partnership to include the McLaren Shadow esports team and the Extreme E team. The deal involves TUMI developing an expanded product range in collaboration with the sim racing team.


The 'TUMI | McLaren Extreme' capsule resulting from this collaboration is set to launch in March 2024. McLaren Shadow, established in 2017, is dedicated to sim racing and currently has three drivers participating in the 2023/24 F1 Sim Racing Championship.


The partnership with TUMI is part of McLaren's strategy to unify its diverse virtual and physical racing portfolio. The collaboration aims to bring together both the traditional motorsport realm and the rapidly growing esports domain.


TUMI joins other brands like NEOM, Logitech G, and Alienware in supporting McLaren's esports division. Additionally, McLaren Shadow's livery will be featured in the new F1 24 game alongside Alpine esports' car, showcasing the team's continued expansion into virtual racing.


Expressing enthusiasm about the expanded partnership, Louise McEwen, Executive Director of Brand & Marketing at McLaren Racing, highlighted the shared commitment to craftsmanship and attention to detail. The collaboration is expected to resonate with fans as McLaren Racing further extends its reach into the Extreme E and esports series.


Meanwhile, the F1 esports season for 2023/24 has faced disruptions, with only one event held so far, and fans await updates on the schedule for the remaining races following a December 2023 cancellation.


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