The group owned by the billionaire Issa brothers has agreed a deal with McLaren F1.
Blackburn-headquartered EG Group has become an official partner of the McLaren F1 for the 2022 French Grand Prix.
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Its brand will be showcased and displayed on the McLaren cars during the event.
Junaid Manjra, head of convenience retail at EG Group, said: "We are pleased to be an Official Partner for the McLaren Formula 1 team at one of the oldest motor races in the world.
"With over 90,000 spectators expected over the race weekend and millions more watching on TV, we are excited to be showcasing our brand as some of the best athletes go head-to-head globally."
Matthew Dennington, executive director, partnerships at McLaren Racing, added: "I am delighted to welcome EG Group to the McLaren F1 Team for the French Grand Prix. This partnership will take place at one of the oldest races in the world and can think of no better place to celebrate this collaboration."
EG Group is backed by TDR Capital, the private equity giant that also partnered with Mohsin and Zuber Issa is buy Asda.
The group's brands include Euro Garages, Leon and Cooplands as well as Go Fresh, Cumberland Farms and Loaf 'N Jug.
In its most recently available set of financial figures, for the three months to March 31, 2022, Eg group's sales totalled $6.910bn and its EBITDA was $270m.
The brothers were recently beaten by Morrisons in their bid to rescue McColl's.
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