BAT Taps McLaren Title Win for Travel Retail Activation, Launches VELO “Champions’ Edition” Nicotine Pouches

Dec.15

British American Tobacco (BAT) is leveraging McLaren F1 Team’s 2025 Constructors’ Championship win to roll out a VELO×McLaren brand activation across the travel retail market. The campaign spans major airports in Abu Dhabi, the UK, Ireland and Spain, alongside the launch of a VELO “Champions’ Edition” product.

Key Points at a Glance

BAT is leveraging McLaren’s championship win to launch a VELO×McLaren co-branded activation in the travel retail channel.
The campaign debuted at Zayed International Airport in Abu Dhabi and is being rolled out to airports in the UK, Ireland and Spain.
A Champions’ Edition VELO has been introduced, featuring the design theme “We believed. Papaya Won.”

2Firsts, December 15, 2025 — According to DFNIonline and other industry media, British American Tobacco (BAT) has launched a VELO×McLaren campaign targeting the global travel retail market, following the McLaren Formula 1 Team’s victory in the 2025 Constructors’ Championship season. The initiative includes airport activations and a special-edition VELO product.

The VELO×McLaren campaign kicked off at Zayed International Airport in Abu Dhabi, where branded installations and product showcases have been set up to celebrate McLaren’s success. The activation is also being extended to key airports in the UK, Ireland and Spain.

Reports indicate that the campaign began on December 1, 2025, and will run through the end of February 2026. Leveraging the high passenger traffic at Zayed International Airport, BAT has introduced dedicated VELO retail spaces and experience zones, offering adult consumers opportunities to engage with its smoke-free nicotine alternatives.

BAT has also rolled out a special travel retail product, the Champions’ Edition VELO, designed around the theme “We believed. Papaya Won.” The edition pays tribute to McLaren’s performance over the season and references the team’s iconic papaya livery.

Previously, BAT’s nicotine pouch brand VELO has also introduced limited-edition, track-themed packaging as part of its ongoing partnership with the McLaren F1 Team.

As reported by 2Firsts, VELO earlier this month unveiled a special livery with the McLaren F1 Team for the Abu Dhabi Grand Prix. The design was co-created by nine fans from the UK, Romania, the Czech Republic and Mexico, among other countries.

Cover caption: VELO×McLaren branded installation on display at Zayed International Airport in Abu Dhabi | Image source: DFNIonline

References:

[1] BAT celebrates McLaren’s winning F1 season with Velo activation

Also Read:

[1] $200 Million Investment to Advance Smokeless Product Manufacturing at Reynolds

[2] Nicotine Pouch Brand VELO and McLaren Unveil Special Livery for the Abu Dhabi Grand Prix

[3] 2Firsts Observation｜VELO at Stockholm Arlanda: Travel-Centric Messaging and Full-Line Flavour Presentation

[4] 2Firsts Observations | Two Months After Launch, BAT’s VELO Shift Draws Attention for Non-Traditional Design as Some Users Call for Higher Nicotine Strength

[5] Product | Differences in Configuration and Indicator Methods: Three UWELL G5 Series Devices Launch on U.S. and U.K. Channels

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