Key Points
- BAT-owned VELO partnered with the McLaren Mastercard Formula 1 Team on a global fan campaign.
- The campaign offers motorsport fans exclusive team-related experiences.
- VELO is using sports marketing to strengthen global brand awareness.
- BAT continues expanding its modern nicotine product portfolio.
- The partnership highlights experience-driven marketing in the nicotine sector.
2Firsts
July 23, 2026
BAT-owned nicotine pouch brand VELO and the McLaren Mastercard Formula 1 Team have launched a global fan engagement campaign offering motorsport enthusiasts opportunities to win exclusive racing experiences.
According to EQS News and other reports, the initiative aims to connect motorsport culture, fan interaction and VELO’s global brand experience strategy.
VELO and McLaren Create Global Fan Experience Campaign
The campaign, titled “Make Motorsport Fans’ Ultimate Dreams a Reality,” is designed to provide racing fans with unique Formula 1-related experiences.
Participants will have opportunities including:
- McLaren F1-related experiences;
- team activities;
- exclusive merchandise;
- motorsport-themed rewards.
The campaign is part of the broader global partnership between VELO and McLaren.
BAT Uses Sports Marketing to Build VELO Brand
VELO is one of BAT’s key modern nicotine brands.
BAT has been shifting its business strategy beyond combustible cigarettes by expanding categories including nicotine pouches, vaping products and heated tobacco products.
Through partnerships in sports, music and culture, BAT aims to strengthen connections between modern nicotine brands and adult consumers.
Formula 1 Becomes Marketing Platform for Consumer Brands
Global sporting events have increasingly become important marketing platforms for consumer brands.
Formula 1 attracts an international audience across multiple markets, making it a platform for companies in automotive, technology, luxury and consumer sectors.
For VELO, the McLaren partnership provides an opportunity to increase global brand visibility through motorsport culture.
Nicotine Pouches Become Part of BAT Growth Strategy
BAT has identified “Beyond Smoking” as a key transformation strategy, focusing on categories including:
- nicotine pouches;
- vaping products;
- heated tobacco products.
The company aims to reduce reliance on combustible tobacco by expanding modern nicotine categories.
VELO is one of BAT’s global nicotine pouch brands and is available across multiple markets.
Industry View: Nicotine Brands Move Toward Experience Marketing
As the nicotine pouch category expands, competition is increasingly moving beyond products toward:
- brand recognition;
- consumer experiences;
- cultural partnerships;
- global market presence.
VELO’s partnership with McLaren demonstrates how nicotine companies are adopting broader consumer-brand marketing approaches through sports and cultural engagement.
However, nicotine marketing regulations vary significantly across markets, meaning the implementation of such campaigns depends on local legal requirements.
Follow 2Firsts for the latest updates on global tobacco and nicotine companies, market developments and business trends.
Cover Image source: BAT / McLaren Mastercard Formula 1 Team
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