McLaren announce partnership with British American Tobacco

Both sides said in a statement announcing the deal on Monday that the partnership will focus solely on BAT’s “potentially reduced risk products” with an emphasis on technology and innovation.

“McLaren Applied Technologies will work with BAT on areas including battery technology and advanced materials. The two companies will share best practice, innovation know-how and mutual experience,” it added.

Tobacco advertising was widespread in Formula One until a ban in 2006 led most teams to kick the habit and seek sponsors elsewhere.

Ferrari’s partnership with Philip Morris International, whose Mission Winnow initiative focuses on smoke-free ‘heat not burn’ products and is the team’s title sponsor, has been going for more than 40 years, however.

BAT, the world’s second-biggest international tobacco company by revenue, bought Tyrrell in 1997 and competed as British American Racing (BAR) from 1999 to the end of 2005 when Honda took over.

Honda then quit at the end of 2008, handing over to principal Ross Brawn who led them to victory in both championship under his own name in 2009.

In 2010 they became Mercedes, who have won both titles for the past five years.

The multi-year partnership is centred on accelerating BAT’s transforming agenda, leveraging its portfolio of potentially reduced risk products, aiming to deliver the world’s tobacco and nicotine consumers a better tomorrow.

The agreement brings together two companies with a shared interest in technology, innovation and design, as well as a clear desire to deliver significant and meaningful change in their respective industries.

Technology is a core part of the relationship; McLaren Applied Technologies will work with BAT on areas including battery technology and advanced materials. The two companies will share best practice, innovation know-how and mutual experience.

Zak Brown, Chief Executive Officer, McLaren Racing, said: “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.”

Kingsley Wheaton, Chief Marketing Officer, BAT, said: “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.”