Aristocrat Gaming has secured its place as the “official slot machines” of the Las Vegas Formula 1 (F1) Grand Prix, having signed a multi-year sponsorship deal with the race, which will debut November 16-18 on the Las Vegas Strip and continue on an annual basis thereafter.
Mark Wadley, chief marketing officer for Aristocrat, said in a statement that “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.”
Wadley added that the upcoming race “will be like no other and we look forward to inviting interested F1 fans to play our great line-up of entertaining slot games that match the excitement on the track.”
“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,” added Emily Prazer, chief commercial officer of the Las Vegas Grand Prix.
The deal is the latest in a series of sports-related partnerships Aristocrat has secured in the last few years. The company already has existing deals with the National Football League (NFL) as a whole as well as the Las Vegas Raiders franchise. At G2E last fall, Aristocrat announced plans to produce NFL-themed slots in the near future.
The upcoming race, which will see cars zooming through a course that includes various sections of the Strip, is expected to be a significant revenue driver for the city, as preliminary studies have indicated that its overall economic impact could exceed $1 billion.
In other company news, Aristocrat also announced that it is extending its existing share buyback program for an extra AU$500 million (US$336.5 million).
The updated program will extend through May of next year, and comes after the company announced a similar program in May 2022 that encompassed US$321.7 million worth of shares.
