- Splunk, a data analyst company, renews its partnership with McLaren
- The companies will continue to work on improving the eRacing team's performance
- Data-driven insights are of particular value to McLaren's team
After years as a successful esports outfit, McLaren Racing continues to build upon its expertise through an extended partnership with data company Splunk.
Splunk to Keep Providing Data Insights for McLaren
McLaren Racing has long been one of the prominent names in the world of SIM racing. While esports and F1 don't necessarily mix, McLaren's competitive video gaming team has long proven otherwise. The team gaming may not be very apt here as SIM racing often requires physical prowess that resembles that of actual racers.
The McLaren Shadow Project has been extended over the years and today constitutes one of the best names in SIM racing for years now. The team's renewed partnership with Splunk, a data company, is helping it achieve new performance milestones
Moving forward, Splunk will assist the team to get a better read of key metrics and help improve the overall performance of competitors, gauging such metrics as timing, tire temperatures, wear, optimal throttle, brake application, and more.
McLaren Racing Head of Licensing, E-commerce, and Esports Lindsey Eckhouse noted that data is a big part of how McLaren wants to move things forward. Together with Splunk, Eckhouse explained, “we have already made valuable progress on the Formula 1 side.”
By extending this long-term partnership with Splunk, the McLaren Shadow program and Logitech McLaren G Challenge stand to benefit from more valuable data-driven insights, Eckhouse added. Progress is a key growth area for our team.
McLaren Seeks to Continue Growing in Esports Space
“We look forward to continuing to work with Splunk in an exciting additional chapter of our partnership,” Eckhouse continued. McLaren Racing has been actively adding new partnerships, expanding its clout in the esports series hosted by F1.
The organization has invested heavily in esports and embraced competitive video gaming as one of its newest ways to engage with younger audiences and keen motorsports fans. When NASCAR and F1 were suspended in 2020, the esports series replacing most competitive circuits did well, owing to photorealistic graphics and, not least, gameplay that simulates raceway conditions.
Splunk VP & Chief Strategy Advisor James Hodge added that the past years have been exciting for the company as it has teamed up with Formula 1 and McLaren to explore esports as a new growth vertical.
“The popularity of esports derives from its accessibility, and being a data-driven sport it will be great to see how Splunk's Data-to-Everything platform can support the development of the McLaren Shadow program,” Hodge added.
