Mclaren Extends Bat Livery Deal
McLaren Racing has inked a multi-year renewal of its principal partnership with British American Tobacco (BAT).
Under the extension of the deal first signed in 2019, the team will continue to feature BAT products such as Vuse on the liveries of its Formula 1 racing cars.
McLaren will also display BAT brands on its Formula E cars for the remainder of the current season.
Last August, the partnership drew controversy at the Dutch Grand Prix, when McLaren’s livery promoted Velo, a nicotine-free pouch product that is banned in the Netherlands.
The Dutch Heart Foundation, KWF cancer fund, and the Lung Fund all filed complaints to the Dutch Advertising Code Commission to prevent McLaren from advertising VELO at Zandvoort.
In response, McLaren’s cars featured ‘LOVE’ branding at the Dutch Grand Prix in order to circumvent any backlash.
Commenting on the renewal, 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 to champion important causes, such as [diversity, equity and inclusion], 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.”
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