British American Tobacco partners globally with McLaren
11 February 2019
British American Tobacco (BAT) has today announced a new global partnership with McLaren rooted in advanced technology and innovation.
The multi-year partnership is focused on accelerating its transforming tobacco agenda, at the heart of which is its commitment to providing a portfolio of potentially reduced-risk products (PRRPs), which can deliver a “better tomorrow” for its consumers.
As part of the agreement, BAT will work closely with McLaren Applied Technologies, collaborating and sharing technology expertise; including batteries, advanced materials and design. The two companies will share best practice, processes, innovation, know-how and mutual experience.
BAT’s “Transforming Tobacco” ambition aims to provide consumers with less risky tobacco and nicotine choices. This partnership gives BAT a platform to accelerate this journey and is testament to BAT’s commitment to tobacco harm reduction.
The partnership brings together two companies with a shared passion for technology, innovation and design, as well as a clear desire to deliver significant and meaningful change through their businesses.
As a global partner of the McLaren Formula One team, BAT will have on-car and off-car presence throughout the season, at all times in line with applicable regulation and legislation. BAT’s new-to-world and thought-leading “A Better Tomorrow” platform will be introduced at McLaren’s 2019 car launch on 14 February.
Commenting on the partnership, Kingsley Wheaton, BAT’s Chief Marketing Officer, 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.”
Zak Brown, Chief Executive of 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 experience and expertise in helping to accelerate this.”