McLaren announces expanded partnership with BAT

McLaren has announced an expanded partnership with British American Tobacco ahead of the 2020 Formula 1 season.

McLaren linked up with BAT on a multi-year deal back in February, running branding for its ‘A Better Tomorrow’ campaign and Vuse vapour product on its race suits and car.

BAT will now become a principal partner of McLaren for 2020, with the deal also stretching across to its newly-launching IndyCar program in the United States.

There will also be “significantly increased branding positions on the Formula 1 car – including highly visible new sidepod branding, inside halo and front wing branding positions” and “a commitment for the two companies to co-create marketing content to drive increased awareness of the partnership”.

“We’re pleased to announce our enhanced partnership with BAT after a successful first season together,” McLaren Racing CEO Zak Brown said.

“BAT’s 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 from 2020 and beyond.

“As we reach the end of the 2019 season, we thank BAT for its continued support.”

Kingsley Wheaton, BAT’s Chief Marketing Officer, added: “We’re extremely proud of our partnership with McLaren which has been going from strength-to-strength this season – whether it’s 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 in 2019.

“The McLaren team are fantastic to work with and it’s great to see the team performing on the track. Our partnership is giving us a truly global marketing and innovation platform to accelerate our journey with our New Categories business, focused on creating a better tomorrow for our consumers, shareholders, society and employees."”