McLaren launches partnership with British American Tobacco

McLaren has announced it has launched a partnership with British American Tobacco. The multi-year agreement is said to revolve around a shared goal of innovation and technological advancement.

Formula One, like other sports around the world, is under restrictions when it comes to sponsorship by Tobacco companies forbidding the advertising of tobacco products.

In 2011, the sport eliminated any branding linked with tobacco sponsorship, bringing to an end the Ferrari-Marlboro partnership, although the Italian team is once again caught up in a sponsorship row over the Philip Morris Mission Winnow branding.

McLaren CEO Zak Brown said that the deal was a match for the team in relation to their ambitious aims of pushing technology and enacting change.

“We welcome BAT to the McLaren team and support their ambition of delivering meaningful and lasting change through innovation.

"BAT’s transformation agenda is central to this partnership and we are pleased to share our technical experience and expertise in helping to accelerate this.”

BAT chief marketing officer Kingsley Wheaton added that innovation and technology were at the heart of the partnership.

“We’re extremely proud and excited about this new partnership, further enabling us to accelerate the pace at which we innovate and transform ourselves.

" It gives us a truly global platform with which to drive greater resonance of our potentially reduced risk products, including our Vype, Vuse and glo brands.

"Ultimately, innovation and technology will support us in creating a better tomorrow’ for our consumers worldwide.”