How Deloitte Moved from Behind the Scenes to the Front Row with McLaren Racing

From client relationship to sponsorship platform

Deloitte’s connection with McLaren dates back to 2017, when the consultancy worked behind the scenes on technology projects such as race simulators and internal systems. Over time, that collaboration deepened, expanding formally into McLaren Racing in 2020 and eventually evolving into a sponsorship model.

In early 2026, the relationship reached a new milestone. Deloitte was named the official transformation partner across McLaren’s entire racing portfolio, including Formula 1, IndyCar and the upcoming FIA World Endurance Championship entry planned for 2027.

Why motorsport — and why now

McLaren’s recent success on the track, including consecutive Constructors’ Championships and a Drivers’ title, has amplified the value of the partnership. At the same time, the rapid growth of Formula 1 in the United States has created a new opportunity for Deloitte to shift from a UK-centric presence to a much more visible role at US races.

This expansion reflects a strategic decision to align the brand with moments of high emotional intensity—where fan passion is at its peak and brand associations carry greater weight.

OOH and visibility beyond the track

As part of the expanded deal, Deloitte is increasing its use of out-of-home advertising around major US Formula 1 venues. These placements extend the partnership beyond the paddock, turning race weekends into broader brand moments that reach fans even outside the circuit.

The strategy is supported by additional media partnerships, including placements tied to Apple’s Formula 1 broadcast coverage starting with the 2026 season, ensuring Deloitte’s presence spans physical, live and digital environments.

Hospitality as brand experience

Hospitality plays a central role in Deloitte’s sponsorship approach. Rather than limiting race access to top executives, the expanded IndyCar calendar allows Deloitte to invite a broader mix of clients and employees into more intimate, behind-the-scenes experiences.

These multi-day activations are designed not just as entertainment, but as storytelling environments—showcasing Deloitte’s real transformation work with McLaren and reinforcing credibility through lived experience rather than traditional sales messaging.

Turning passion into brand halo

For Deloitte, the value of sports sponsorship goes far beyond logo placement. The association with McLaren allows the brand to meet potential clients and future talent in moments of genuine passion.

By aligning with what audiences care deeply about, Deloitte benefits from a powerful halo effect—one that strengthens perception, sparks new business conversations and supports long-term relationships.

This approach mirrors Deloitte’s broader sports strategy, including long-term partnerships such as its agreement with LA28, where backend consulting revenue and new business opportunities are directly linked to sponsorship visibility.

Credibility built over time

Deloitte’s long-standing work with McLaren—particularly on performance simulators—adds authenticity to the sponsorship. With McLaren now consistently winning, that history becomes a compelling proof point for prospective clients.

The partnership demonstrates how consultancies can move beyond abstract messaging by anchoring their brand story in real-world performance, endurance and results.

More than a logo on a car

With ambitions to support McLaren across multiple racing disciplines, Deloitte’s role continues to expand. The partnership is not positioned as a short-term sponsorship, but as a shared journey—one that mirrors Deloitte’s promise of long-term transformation rather than quick wins.

By stepping into the spotlight alongside McLaren, Deloitte shows how B2B brands can use sport, OOH and cultural relevance to move from background player to front-of-grid presence.