McLaren Racing has announced a new multi-year partnership with the Hedera Foundation that will see the blockchain platform become an official digital partner across the McLaren Mastercard Formula 1 Team and the Arrow McLaren IndyCar Team.
The agreement forms part of McLaren’s wider fan engagement strategy, with Hedera joining the team’s commercial portfolio as it continues to expand its digital and data-led operations across its global racing programmes.
Hedera branding will feature on McLaren cars and team kit, with the partnership also supporting a new programme of digital fan activations during race weekends.
Nick Martin, Co-Chief Commercial Officer of McLaren Racing, said the deal reflects the team’s focus on innovation beyond the racetrack.
“Innovation off the track is just as important as performance on it,” he said.
“Partnering with Hedera allows us to deliver cutting-edge Web3 experiences for our fans. We’re excited to welcome Hedera to the McLaren family as we continue to push boundaries on and off the track.”
Web3 refers to the next generation of the internet built on decentralised blockchain technology, where digital assets, identity and ownership are recorded on distributed networks rather than controlled by central platforms.
In sport, Web3 is increasingly being used to create digital collectibles, fan memberships and interactive experiences that can be owned and traded by supporters.
As part of the partnership, McLaren and Hedera will develop a series of digital collectibles and fan experiences linked to Formula 1 race weekends, with the first activations focused on free-to-claim digital assets for supporters.
We’re excited to welcome Hedera to the McLaren family as we continue to push boundaries on and off the track.
Nick Martin
The collaboration will be built on Hedera’s public distributed ledger network, which is designed for high-speed, low-energy and secure digital applications.
The deal adds Hedera to McLaren’s growing roster of technology partners as the team continues to invest in digital platforms, data and fan engagement alongside its on-track ambitions.
“Working with one of the world’s most recognised sports brands is a big step for the Hedera ecosystem,” said Charles Adkins, Chief Executive Officer of HBAR Inc.
“It gives us a chance to show what Web3 can look like when it’s built on a network people can trust, and when it’s tied to experiences fans actually want. This partnership is the first phase of a longer programme that we look forward to building together with McLaren Racing.”
