McLaren Racing agrees multi-year BAT sponsorship extension

British American Tobacco has been Woking-based team's principal partner since 2019.
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McLaren Racing has agreed a multi-year extension with British American Tobacco (BAT).

Contract:

  • BAT will continue as official principal partner of the McLaren Formula One team
  • The partnership expands to include the Formula E team for the rest of the season

Context:

BAT has been the official principal partner of the McLaren Formula One team since 2019, having been involved in Formula One in many different forms over the years. Since the ban on tobacco sponsorship in 2006, the company has had to readjust its branding, now focusing on its ‘A Better Tomorrow’ messaging.

The company’s partnership with McLaren has promoted the ‘Driven by Change’ campaign through BAT’s Vuse brand, highlighting emerging artists through special liveries.

Comment:

“I am thrilled to announce this partnership extension with our long-standing partner BAT,” said Zak Brown, chief executive of McLaren Racing. “Together, we will continue to champion 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 One. I am proud that we will continue our partnership into the future.”

Coming next:

Formula One’s next race is a return to China. It is the series’ first in the country since 2019, which was the inaugural year of McLaren and BAT’s partnership. The race weekend, the first sprint event of the season, takes place at Shanghai International Circuit from 19th to 21st April.

Go deeper:

BlackBook Motorsport Forum is back for its 10th anniversary edition. Join us in London this April to navigate the transformation of motorsport and the trends driving the industry forward into the next decade.

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