The McLaren Group, a small “group of companies” that includes the Vodafone McLaren Mercedes Formula One racing team, is now in business with YouTube. The specifics of the partnership remain relatively murky (McLaren’s official announcement avoids any clear details). From what we can tell, though, this appears to be a “commercial” agreement through which McLaren will use YouTube resources and data to boost the audience and engagement for its videos.
In the announcement, John Albert, brand director at McLaren Group, said: “Our exciting new partnership with YouTube will enable people to get closer than ever to our drivers, our brand, and our business. Our fans can expect to see some really exciting new content in the years to come.”
Martin Whitmarsh, McLaren Group CEO, added: “As a business, this partnership is extremely positive. McLaren and YouTube are both highly respected brands and combining our content with their expertise will help us both to achieve even more. Being able to gain revenue from our content will also enable us to invest more in future videos, which will be good for our brand, good for our partners, and good for our fans.”
Currently, the McLaren YouTube channel hosts a variety of videos including an animated series called “Tooned,” in addition to several Formula One performance videos and interviews.