According to a company statement, the global partnership focusses solely on BAT’s potentially reduced risk products and grounded in technology and innovation. The partnership would be "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", McLaren's statement said. “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,” BAT’s Chief Marketing Officer, Kingsley Wheaton, was quoted as saying.
Tobacco advertising has been banned in Formula 1 for over a decade but according to the statement, McLaren confirmed the partnership would focus on BAT’s “transforming agenda”, emphasizing that technology is a core part of the new relationship.
The British-based cigarette and tobacco manufacturing company had its own Formula 1 team before selling it to Honda in 2006 and is now returning to the sport.