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DHL and Formula 1® renew their multi-year partnership ahead of the start of the new racing season
DHL thus remains the Official Logistics Partner of Formula 1® for further years and will continue to be responsible for shipping world-class motorsport around the world
With 23 races, the new season includes largest race calendar in Formula 1® history; Three “triple headers” poses new complexity for logistics; Season opens March 28 in Bahrain; DHL (www.DPDHL.com) Fastest Lap Award and DHL Fastest Pit Stop Award to continue.
With the FIA Formula 1 World ChampionshipTM about to begin, DHL and Formula 1® are proud to announce the extension of their long standing global partnership, which spans across a number of decades. DHL thus remains the Official Logistics Partner of Formula 1® for further years and will continue to be responsible for shipping world-class motorsport around the world. 2021 sees 23 destinations on the Formula 1® racing calendar, the largest number in the sport’s history, with DHL transporting race cars, fuel and oil, equipment for the racing teams and transmission technology. DHL has been official logistics partner since 2004, winning each “races between the races” at every Grand Prix around the world.
“We are proud to continue our unique partnership for the years to come,” says Arjan Sissing, Global Head of Brand Marketing at DHL. “Formula 1 has been delivering the ultimate in speed, precision and technology to its fans for over 1000 races and it is DHL who delivers Formula 1 across the globe. For more than four decades, our common values connect us with each other and made it possible to win any logistics races around the world, before the first tires touch the track. We are looking forward to defend our title in each of these races between the races.”
The transport volume of up to 1,400 tons have to be transported from one venue to the next within the shortest possible time and with great reliability. That’s why DHL employs a team of motorsports logistics specialists who work closely with Formula 1® management and the racing teams. Just like on the race track, it’s all about speed, precision and cutting-edge technology.
Stefano Domenicali, President and CEO, Formula 1®, added: “DHL is our longest standing global partner and we are delighted to have signed a partnership extension that demonstrates our strong and collaborative relationship. For the past 16 years we have delivered on and off the track together. We are proud to be working with the world’s leading logistics provider as we look ahead to the biggest season ever for Formula 1”.
The 2021 FIA Formula 1 World Championship™ begins March 28, with the Formula 1 Gulf Air Bahrain Grand Prix 2021 and closes December 12 with the Formula 1 Etihad Airways Abu Dhabi Grand Prix 2021. The 2021 race calendar takes in 23 races on five continents and is thus more action-packed than ever. This year, drivers, teams and DHL’s logistics crew all face the special challenge of three triple headers, where three races are held over three consecutive weekends.
In the first triple header, the action takes place in Europe. The Formula 1 Rolex Belgian Grand Prix 2021 in Spa-Francorchamps on August 29 will be followed by the Formula 1 Heineken Dutch Grand Prix in Zandvoort on September 5. A week later, the Formula 1 Heineken Gran Premio D’Italia 2021 will be held in Monza on September 12.
The second triple header is logistically even more challenging because significantly greater distances have to be covered. A week after the Formula 1 VTB Russian Grand Prix 2021 in Sochi on September 26, it’s off to the Singapore street circuit on October 3. And then on October 10, the Formula 1® circus travels to Suzuka in Japan.
There’s also quite a distance to cover in the season’s third triple header. The first stop is the Formula 1 Aramco United States Grand Prix 2021 in Austin, Texas, on October 24. From there, racing continues in Mexico City, with the Formula 1 Gran Premio De La Cuidad de Mexico 2021 on October 31. The triple header finishes on November 7 in São Paulo, Brazil.
“An intercontinental triple header is where logistics is really put to the test,” says Paul Fowler, Global Motorsport Head, DHL Global Forwarding. “Even during the race, before the checkered flag is waved, the DHL team start dismantling and stowing equipment.” And for the logistics experts, the job becomes especially difficult when parts have to be flown out and back in again during the three-week triple header timeframe – such as for testing in special laboratories located all around the world.
New events like the Formula 1 Heineken Dutch Grand Prix 2021 in Zandvoort, which is back on the Formula 1® schedule, and the Formula 1 Saudi Arabian Grand Prix 2021, which this year will be held on a new street circuit in Jeddah, also test the logistics specialists. This is why scouts explore the new routes to ensure that, despite unfamiliar surroundings, things run smoothly and everything fits into place. For Paul Fowler, it’s challenges like these that make motorsport so appealing: “Behind the scenes, we give our all to ensure that the teams and drivers can perform at their best, and that racing fans everywhere get to see the sport they love.”
With the extended partnership, DHL will again be offering two awards: The DHL Fastest Lap Award and the DHL Fastest Pit Stop Award for special achievements by drivers and teams. This year’s awards will be presented to the winners in Abu Dhabi on the final day of the racing season.
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Sportingtech Announces Partnership with Alea
Sportingtech, the multi-award-winning provider of iGaming solutions, has announced a new partnership with Alea, a leading casino aggregator known for its extensive game portfolio and innovative approach to content delivery. This integration brings over 15,000 games to Sportingtech’s platform, allowing operators to provide players with an exceptional variety of gaming options, from slots to live casino and table games, all optimised for seamless gameplay.
Alea’s vast library includes some of the industry’s most engaging titles, designed to offer operators a competitive edge with a unique blend of popular games and exclusive features. With zero technical maintenance required, Alea’s content provides a hassle-free expansion solution that empowers Sportingtech’s operators to elevate their casino offerings without additional operational burdens.
Robert Nevill, Senior Commercial Manager at Sportingtech, said: “Partnering with Alea marks an exciting enhancement to our platform, giving our operator partners access to one of the largest and most dynamic game libraries in the market. Alea’s commitment to providing high-quality content without technical hurdles perfectly aligns with Sportingtech’s mission to deliver versatile solutions for our clients. This partnership represents a significant step forward as we continue to expand our game variety and enrich the player experience across global markets.”
Alea’s extensive content library, combined with its reputation for quality and innovation, will allow Sportingtech operators to attract and retain players with a broad range of entertainment options. Alea’s integration ensures that Sportingtech’s platform remains at the forefront of the iGaming industry, supporting operators with an optimised, ready-to-launch library that requires no ongoing technical support. This focus on seamless integration enables Sportingtech’s clients to remain competitive by continually refreshing their game portfolios in response to evolving player demands.
Jordi Sendra, CEO of Alea, said: “We are delighted to partner with Sportingtech, whose comprehensive platform and expansive market reach make them an ideal partner for delivering our content to new audiences. Alea’s extensive game selection, combined with our commitment to operator flexibility and player engagement, will undoubtedly enhance the gaming experience for Sportingtech’s operators. We look forward to seeing this partnership drive growth and provide operators with a unique edge in the competitive iGaming market.”
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Mascots in B2B? Gamzix Proves It Works with Gary the Goose
Gary the Goose, the official mascot of Gamzix, has stepped beyond the digital realm and made a real-world appearance. Once a quirky, fictional character seen on LinkedIn, Gary transitioned into a fully realized mascot at SiGMA Europe in Malta. Although mascots are primarily linked to B2C marketing, Gamzix, a leading provider of full-cycle slot games, took an innovative step by introducing Gary into the B2B space. The outcome was the creation of a memorable and captivating character who has captured the hearts of many.
Why Choose a Mascot? The Importance of Gary the Goose in Gamzix’s Brand Strategy
In today’s competitive market, mascots are an important tool for creating a unique and relatable brand identity. Gamzix understands the value of these connections. Gary embodies the brand’s core values of creativity, approachability, and warmth, injecting a sense of personality into the typically formal B2B space. His playful character aligns perfectly with Gamzix’s brand, building stronger ties with casino partners and leaving a lasting impression in the iGaming industry.
Gary’s creation was a thoughtful and deliberate process, designed to reflect the essence of Gamzix. After considering several ideas, the team decided on a quirky, imperfect goose wearing pixelated black sunglasses—a symbol of his forward-thinking perspective and drive for a bright future.
Gary had already become a beloved presence at Gamzix, regularly appearing in LinkedIn posts and on branded merchandise at various events. Despite his popularity in the digital world, many people were eager to meet him in person. Responding to this demand, Gamzix decided to introduce Gary exclusively to its partners at SiGMA Europe in Malta.
Gary the Goose Makes His Live Debut at SiGMA Europe
At SiGMA Europe in Malta, Gary made his long-awaited debut as the central attraction at the Gamzix booth. He interacted with visitors, distributed Gamzix-branded Nike sneakers, posed for photos, and demonstrated the company’s commitment to creating engaging, memorable experiences.
Gary’s vibrant personality drew large crowds, boosting social media engagement and raising the brand’s profile. His presence also created new business opportunities and helped move discussions forward with both existing and potential partners.
The Influence of Mascots in Digital Marketing and Social Media
Mascots are a powerful tool for bringing a brand’s personality to life, especially in digital marketing. Gary’s image has been used in a variety of marketing campaigns, from game announcements to social media content. Whether dressed in a festival tailcoat with a glass of sparkling wine for good luck or appearing in other playful outfits, Gary enables Gamzix to connect with its audience in a fun and approachable manner. His endearing imperfections, such as his amusing potbelly, make him more relatable and human, fostering deeper engagement and expanding the brand’s social media reach.
A Long-Term Strategy for Building Brand Loyalty and Recognition
Mascots help enhance brand recognition both online and offline. Gamzix plans to continue using Gary the Goose to strengthen its brand identity and cultivate lasting relationships with its partners. His unique combination of playful charm and professionalism embodies the core of Gamzix, creating trust and loyalty through both digital campaigns and live events.
Olga Ashykhmina, Digital Marketing Lead at Gamzix, comments, “Research shows that mascots can increase brand recognition by up to 30%. With Gary, we’re changing the way B2B branding is approached, showing that creativity and a personal touch can turn professional partnerships into engaging and impactful experiences.”
Gary the Goose is more than just a mascot; he represents trust and recognition. His infectious personality and unique charm have made him a standout figure, with everyone wanting to interact with him. Through Gary, Gamzix continues to blend creativity and professionalism, creating meaningful connections that leave a lasting impact.
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OLYBET PARTNERS WITH WST
OlyBet is excited to announce an agreement with World Snooker Tour (WST), the home of the world’s best snooker players and tournaments, and part of the Matchroom Sport group.
OlyBet will now be the Official European Betting Partner of WST, as well as the Official Partner of one of the tour’s premium events in The Masters, held in January next year at London’s famed Alexandra Palace, OlyBet will collaborate with WST to showcase the best of professional competition, passionate snooker fans and its world-class players.
“Partnering with WST will bring the excitement, history, and personality of world-class snooker closer to OlyBet’s communities. OlyBet is known for grand activations, up close access and delivering memorable moments through sports. The WST captivates its traditional base and inspires a new generation of fans with the world’s best professionals and personalities. This will be an exciting partnership”, said Corey Plummer Chairman and CEO of OlyBet Group.
The partnership also sees one of WST’s most charismatic and skilful competitors, Jack Lisowski, become OlyBet’s brand ambassador, and will see the former Rookie Of The Year be the face of the partnership on OlyBet’s channels as well as feature in several content projects in conjunction with the tour.
WST’s Chief Commercial Officer Peter Wright said: “It’s exciting to team up for the first time with OlyBet, an inventive brand which has some fantastic partnerships in sports including football and golf. We look forward to collaborating with the OlyBet team and their new ambassador Jack Lisowski, known for his flamboyant style which will fit perfectly with their content strategy.”
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