How to download iRacing?

I find the product key in my Fanatec Account/Games area. But where do I enter it? It is not accepted as a valid gift or promo code on iRacing's site and they do not provide a download link through iRacing nor Steam without first subscribing presumably? Is this right? Do I need to subscribe first? Will the program provide a place to enter my promo code afterward? I assumed this worked as a free 3 month trial!

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