OKX’s chief marketing officer has celebrated the company’s sports-led marketing initiative after its sponsored team McLaren won the Formula 1 Constructors’ Championship for the first time in 26 years.
Haider Rafique, chief marketing officer at the crypto exchange and trading platform, explained that OKX partnered with McLaren as an active partner when it started its sponsorship back in 2022 and was “ready to invest in McLaren’s resurgence”.
After Lando Norris’s win at the Abu Dhabi Grand Prix on Sunday (8 December), OKX saw its brand televised to a global audience of more than 50 million viewers with additional value realised from digital and print press coverage and media interviews throughout the entire season.
“When OKX partnered with the McLaren Formula 1 Team in 2022, the legendary racing outfit was facing one of its toughest periods,” Rafique said.
“It was hard to imagine that within just a few years, McLaren would not only return to the top but go on to secure the 2024 Constructors’ Championship.
“It’s where two significant brands can come together and show how a strategic partnership can be more than just a logo on a car. Together, we’ve shown that success isn’t just about legacy or tradition, it’s about vision, innovation, and an unrelenting drive to excel.”
As part of its extensive partnership with McLaren, OKX entered into a full multi-channel media campaign around the sponsorship and started a host of in-person initiatives.
“OKX has brought fans closer to the team throughout 2024, through initiatives like the McLaren Senna campaign and Race Rewind digital collectibles, reflecting a shared commitment to excellence and technological advancement,” Rafique explained.
To mark the championship win, OKX and McLaren are launching an NFT, which Rafique described as a digital artifact of “a turning point in motorsport history, symbolising the innovative spirit that defines both OKX and McLaren.”
In-house marketers interested in sports sponsorship can sign-up to Financial Promoter’s free event at the London Stadium on 30 January 2025. To attend, email Megan McCabe on megan.mccabe@rhoticmedia.com.