Slot machine and casino gaming company Aristocrat Gaming has agreed a multi-year sponsorship deal with motor racing's Formula 1 (F1) Las Vegas Grand Prix.
Through the deal, announced today (February 27), Aristocrat has been designated as the official slot machines of the race, with the inaugural grand prix taking place on the Las Vegas Strip on November 16 to 18.
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Emily Prazer, chief commercial officer for the Las Vegas Grand Prix, added: “Introducing the F1 experience to a new city, it was crucial to partner with a local brand that shares our mission to enhance guest experience through innovation and technology, and also understands Las Vegas' unique market.”
The partnership is the latest in a series of deals for Aristocrat Gaming across the sports industry. In 2021, the company announced a new license agreement with the National Football League (NFL) to build NFL-themed slot machines.
The company also teamed up with the Las Vegas Raiders as an official partner of the NFL franchise and their Allegiant Stadium.
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Dutch brewing giant Heineken was previously named as the title sponsor of the inaugural Las Vegas Grand Prix. The brewer will activate its sponsorship via its Silver lager brand.
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