We are proud to be partners with the McLaren Mastercard Formula 1 Team, one of the most famous names in Formula 1 motorsport.
Our multi-year partnership gives us truly global marketing and innovation platforms to help accelerate our journey with our New Category products, focused on creating A Better Tomorrow鈩 for our consumers, shareholders, society and employees.
Having signed an initial collaboration agreement with McLaren Racing in February 2019, we later that year,听further enhanced our partnership, signing a new agreement which continues to support our corporate strategy by accelerating our transformation. 鈥淎ccelerating Transformation鈥 is at the heart of our commitment to achieving A Better Tomorrow鈩 by growing our portfolio of New Category products, which include our leading vapour range, Vuse, and our modern oral product, Velo.
Through our partnership with the McLaren Mastercard Formula 1 team, we have a 鈥渄ynamic branding鈥 approach which sees us vary our branding race-by-race, at all times in line with applicable regulations and legislation.
Our partnership includes:
- Branding positions on the McLaren Mastercard Formula 1 team car 鈥 including highly visible sidepod branding and inside halo;
- Partnering with Arrow McLaren SP in IndyCar in the U.S.
Kingsley Wheaton, BAT鈥檚 Chief Strategy and Growth Officer, said: 鈥淲e鈥檙e extremely proud of our partnership with McLaren Racing which has been going from strength-to-strength 鈥 whether it鈥檚 increased awareness of our portfolio of New Category products, technology insights and expertise to support our R&D activities or using the platform to create excitement amongst colleagues internally, we are absolutely delighted with what our partnership has delivered to date.
鈥淥ur partnership is giving us truly global marketing and innovation platforms to accelerate our journey with our New Categories business, focused on creating a better tomorrow for our consumers, shareholders, society and employees.鈥
Zak Brown, Chief Executive of McLaren Racing, added: 鈥淏AT鈥檚 transformation agenda remains central to this partnership, as does a shared focus on technology and innovation and we look forward to continuing our work together.鈥
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