Aristocrat inks sponsorship with Formula 1 Las Vegas Grand Prix ahead of this year’s inaugural race

Aristocrat Gaming and the Formula 1 Las Vegas Grand Prix have announced a multi-year sponsorship making Aristocrat the Official Slot Machines of the race, coming to the Las Vegas Strip for an inaugural edition on November 16-18, 2023. 

Mark Wadley, Chief Marketing Officer of Aristocrat Gaming, commented: “Las Vegas is widely known for world-class entertainment, hospitality experiences and slot gaming, which is why we are thrilled to be the official slot machines of the Formula 1 Heineken Silver Las Vegas Grand Prix.”

This event will be like no other and we look forward to inviting interested F1 fans to play our great lineup of entertaining slot games that match the excitement on the track,” Wadley added.

Emily Prazer, Chief Commercial Officer for the F1 Las Vegas Grand Prix, also commented: “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.”

Aristocrat aligns perfectly with our values and vision for the 2023 race, and we are excited for the start of what we believe will be a seamless partnership,” Prazer pointed out.

This 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 to build land-based, NFL-themed slot machines, debuting in fall 2023. 

Additionally, the company has multiple relationships within the sports segment, such as with the Las Vegas Raiders as an official partner of the Raiders and Allegiant Stadium.

The news comes days after Aristocrat announced its online Real Money Gaming business Anaxi entered a strategic partnership with sports betting and online gaming operator BetMGM. Under the terms of the agreement, gaming content from Aristocrat will first be available via BetMGM online casino.