In a recent turn of events, McLaren Racing has reportedly confirmed entering into a multi-year sponsorship agreement with tobacco behemoth British American Tobacco with the intention to promote BAT’s potentially decreased risk products.
If reports are to be believed, tobacco companies were forced to depart F1 racing amid worldwide advertising restrictions, however, the emergence of innovative approaches seems to bring back the utterly criticized conglomerates to Grand Prix racing.
Last year at Japan’s Grand Prix, Philip Morris which has been sponsoring Ferrari since long unveiled its new scheme known as ‘Mission Winnow’ aimed at exhibiting Philip Morris’ dedication towards constant innovation & creation of novel solutions which can bring about a positive change for society, reported credible sources.
According to market experts, the collaboration deal brings together two forces with shared interest in design, technology, and innovation, as well as a strong desire to offer relevant and significant change in their corresponding industries.
Zak Brown, the Chief Executive Officer of McLaren, was quoted stating that McLaren welcomes British American Tobacco to the team and supports their ambition of offering meaningful and lasting transformation based on innovation.
Brown further mentioned that British American Tobacco’s transformation agenda is the core of this collaboration and McLaren is pleased to share its technical expertise and experience for accelerating it.
For the uninitiated, BAT formerly had an eight-year gig in Formula 1 beginning from 1999 and ending in 2006 via its Lucky Strike brand and its co-owned firm British American racing.
Kingsley Wheaton, Chief Marketing Officer of British American Tobacco, was quoted stating that BAT is immensely thrilled and proud to have signed this partnership deal, further empowering the company to expedite the speed at which it innovates and transforms itself.
Wheaton further mentioned that this deal provides a perfect global podium with which it can drive enhanced resonance of BAT’s potentially decreased risk products, including Vuse, Vype, and glo brands.