Partnering for growth
This article is part of a series of articles on partnering for growth. Read more.
At a glance
The McLaren Group has a sophisticated approached to brand partnerships embedding partners within its organisation to collaborate on innovation.
Why it matters
McLaren is not the wealthiest racing team on the circuit, but its transformation mindset has created a compelling partnership strategy that creates huge value for both parties.
- Successful, longstanding brand partnerships come down to value generation. Ensure your partnerships have access to rich data to show how they’re tracking against their partnership objectives.
- McLaren is expanding its racing proposition into cycling, esports and the US market. Successful partnerships empower both parties to access new audiences and new markets.
- Dell and McLaren collaborated in the field of digital therapeutics. The best partnerships expand beyond the confines of the two organisations into new territories and new opportunities.