BAT has agreed a multi-year partnership extension with McLaren Racing to drive forward its transformation agenda.

The deal means BAT will continue to be an Official Principal Partner of the McLaren Formula 1 Team for the 2024 season and beyond, having first announced the global partnership in 2019. This year is also the first time that BAT brands will appear on NEOM McLaren Formula E cars.
BAT and McLaren’s partnership will continue to be rooted in creative activations, looking at ways for the two organisations to further collaborate in areas such as diversity, inclusion and innovation, BAT said in a press release. Previous activations have included the ‘Driven by Change’ initiative, a campaign launched by BAT’s vapour brand Vuse and McLaren in 2021 to effect positive change through creativity.
Kingsley Wheaton, Chief Growth & Strategy Officer at BAT said: “We are extremely proud of the partnership we’ve built with McLaren over the last five years. Our shared expertise and lessons learned has helped us to build multi-billion-dollar brands and I am excited to see where this partnership goes from here. With cutting-edge innovation capabilities, purposeful brand engagement and a programme of events and projects which exemplify our commitment to diversity and inclusion – the McLaren partnership will continue to support BAT’s transformation agenda. With McLaren as a partner, we are well placed to continue building a Smokeless World.”
Zak Brown, CEO, McLaren Racing, said: “I am thrilled to announce this partnership extension with our long-standing partner BAT. (…) BAT’s transformation journey is fast-paced and innovative, just like Formula 1. I am proud that we will continue our partnership into the future.”