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McLaren announces enhanced partnership with BAT

  • Published on 29 Nov 2019 11:47
  • comments 3
  • By: Fergal Walsh

McLaren has announced that British American Tobacco (BAT) will become a "principal partner" of the team in 2020.

The sponsorship deal was met with some criticism when it was originally announced earlier this year, due to the strict tobacco advertising laws that exist.

McLaren insisted that it shouldn't be seen as a tobacco sponsorship, as they are focused on technological advancements with its new products.

Ahead of the 2020 season, McLaren says the deal will see "increased branding positions on the Formula 1 car – including highly visible new sidepod branding, inside halo and front wing branding positions".

BAT will also partner McLaren in the United States, as the team will compete in the IndyCar Series on a full-time basis. 

There will also be a "continued commitment for BAT and McLaren Applied Technologies to work together on developing innovation with application in BAT’s New Category portfolio".

The 2020 McLaren livery will also receive a boost as part of the deal, according to McLaren's CEO Zak Brown.

"Our car design, which we will won't reveal until we unveil our race car in February, it looks quite special," said Brown.

"I think you'll like what the race car looks like with the various categories that BAT use on the race car. So I don't want to spoil that debut. But I will say it will look quite impactful and be very noticeable on the racetrack."

However, Brown affirmed that McLaren will "stay core to our papaya" colour scheme that the Woking squad has implemented in recent years.

Kingsley Wheaton, BAT’s Chief Marketing Officer added: "The McLaren team are fantastic to work with and it’s great to see the team performing on the track.

"Our partnership is giving us a truly global marketing and innovation platform to accelerate our journey with our New Categories business, focused on creating a better tomorrow for our consumers, shareholders, society and employees."

Replies (3)

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  • As much as I as a labrat despise the tobacco industry, I feel sports in general have a much more worrying friend in gambling and casino commercials.. As do Youtube apparently, because every 3rd ad I get there is for another bloody casino. Still, as long as they don't put stickers on the cars, I'm fine with this I guess (and yes, such promotion do work, you don't even have to be stupid for it to work on ya).

    • + 0
    • Nov 29 2019 - 12:26
    • Dert38

      Posts: 364

      i agree with you my friend

      • + 0
      • Nov 29 2019 - 14:15
  • Mansell

    Posts: 104

    Quite easy not to buy the products advertised.

    • + 0
    • Nov 29 2019 - 15:14

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