20ten & Live Base bring A$AP Ferg to Logitech McLaren G Challenge 2021

ASAP Ferg Live Base 20ten (1)

A$AP Ferg, the rapper, singer and songwriter famous for his collaborations with Nicki Minaj and Dennis Rodman among many others, has signed up to take part in the launch of the new season of the G Challenge, the smash hit e-racing competition from McLaren Racing and Logitech G.

A$AP Ferg

The ‘Plain Jane’ performer is one of a number of stars lined up to appear on the G Challenge Celebrity Grid, along with Arrow McLaren SP racing driver Felix Rosenqvist; Parker Kligerman, the American race car driver and pit reporter for NASCAR on NBC; and Indianapolis 500 Champion from Brazil, Tony Kanaan.

The collaboration with the prominent member of the New York influential cultural collective A$AP, was brought to fruition by a new partnership between talent bookers and cultural agency Live Base with its client A$AP Ferg; and creative agency 20ten supporting McLaren. 

The two agencies plan to take global talent and activations to the next level across esports, music, lifestyle and entertainment with brands and an audience-first approach.

Amer Nawaz, founder of Live Base said: “With all the talent we work with, A$AP Ferg was the standout. 

“He always brings incredible energy to his performances on stage, and we know he can translate that into a virtual setting. 

“We continue to innovate and connect cultures, and we’re excited about crossing over into the e-gaming sphere.”

Rakesh Dhall, Media & Partnerships Director at 20ten added: “Live Base is an ideal partner for us. For the McLaren Celebrity Grid, our aim was to bring in a global star to appeal and resonate to the wider audiences of the world of motorsport and esports. 

“A$AP Ferg was the perfect fit, as he is a strong influence in modern culture.”

Leeston Bryant, Senior Marketing Manager, McLaren Racing said: “We’re delighted that our G Challenge Celebrity Grid includes a global talent that inspires the next generation.

“20ten and Live Base rose to the challenge, A$AP Ferg is a cultural icon who will help us connect a wider audience to the world of esports.
“We’re looking forward to an exciting competition as we host our first celebrity Pro-Am race on 7 July.”

The Logitech McLaren G Challenge will see the celebrities forming two teams, captained by American racing driver, William Byron and British McLaren Formula 1 driver, Lando Norris, to compete in a stock car race and an open wheel race.  

The Celebrity Pro-Am event will air live on TWITCH on 7 July, at 12:00 PM PST/7:00 PM GMT.