Ex-Formula 1 driver partners up with Racing Unleashed sim centres

Racing Unleashed, the multinational ‘Racing Lounge’ operation, has unveiled a new partnership with former Formula 1 driver Kevin Magnussen.

Magnussen is no stranger to sim racing tie-ins, having formerly been a brand ambassador for Danish hardware manufacturer Asetek Simsports, but has now signed a deal to become an ‘investor and strategic partner’ of the Swiss-based firm.

Racing Unleashed currently operates several sim centres across Europe, including one each in Spain and Germany and four in its native Switzerland, with drivers able to enjoy the use of carbon fibre motion cockpits, high-end sim equipment and on-site leagues and competitions using Assetto Corsa Pro software.

RU’s flagship LAN event is the Racer League, designed for professional esports players. This year’s edition was claimed by Michal Šmídl, who won CHF 10,000 (just over €10,000), with an impressive total prize pool of 135,000 CHF across both the Racer League and its supporting Challenger League competition.

RU centres feature modern design, on-site food and beverages and cater to large corporate or social events, as well as sim racers and racing drivers looking to stay sharp.

“Racing Unleashed is doing something truly bold – bringing the intensity and emotion of real racing into an environment that’s accessible to anyone, anywhere,” stated Magnussen. 

“I believe in this vision, and I’m proud to support the team not only as a partner, but as an investor helping drive the next chapter of growth,” he concluded.

Magnussen left F1 last year to pursue a factory BMW drive in the FIA World Endurance Championship in 2025, with victory at the 24 Hours of Le Mans in June a top priority for the Dane.

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