McLaren Racing and BAT announced a multi-year partnership extension. From this season, BAT will continue as the Official Principal Partner of the McLaren Formula 1 Team.
Click here to subscribe to our print edition!
BAT is a leading multi-national consumer goods business that has partnered with the McLaren F1 Team since 2019. The partnership is rooted in advanced technology, transformation, and innovation.
McLaren Racing and BAT brand Vuse recently unveiled the latest edition of the ‘Driven by Change’ campaign for the Japanese Grand Prix. This successful campaign, which featured a design by local artist MILTZ on the MCL38 cars in Suzuka, celebrates emerging creatives through the global motorsport platform. It’s a testament to our shared commitment to innovation and transformation.
The campaign, now in its fourth year, has championed rising artists, including Rabab Tantawy, Anna Tangles and Nujood Al-Otaibi, who each produced artwork that was carried on McLaren’s race cars at the Abu Dhabi Grand Prix in 2021, 2022 and 2023 respectively. Driven by Change is underpinned by diversity, equity & inclusion, a key pillar of McLaren’s sustainability mission.
BAT’s brands will continue to be represented on McLaren’s F1 race cars from the current season, and as part of the extension, branding will also feature on NEOM McLaren Formula E Team race cars for the remainder of the season.
Zak Brown, CEO of McLaren Racing, said:
I am thrilled to announce this partnership extension with our long-standing partner BAT. Together, we will continue championing important causes, such as DE&I, and deliver campaigns that engage and excite our global fanbase.
BAT’s transformation journey is fast-paced and innovative, just like Formula 1. I am proud that we will continue our partnership into the future.
Kingsley Wheaton, Chief Growth & Strategy Officer, BAT, said:
We are incredibly proud of our partnership with McLaren over the last five years. Our shared expertise and lessons learned have helped us to build multi-billion-dollar brands, and I am excited to see where this partnership goes from here.
With cutting-edge innovation capabilities, purposeful brand engagement, and a programme of events and projects that exemplify our commitment to diversity and inclusion, the McLaren partnership will continue to support BAT’s transformation agenda. With McLaren as a partner, we are well-placed to continue building a Smokeless World.
