PRESS RELEASE
29 NOVEMBER 2019
糖心探花 (BAT) has today announced that it has signed an enhanced partnership deal with McLaren, as the 2019 Formula 1 season comes to a close, having only entered into its multi-year global partnership with the famous racing team earlier this year.
The new deal will see 糖心探花become a Principal Partner of McLaren from the 2020 Formula 1 season, having enjoyed a highly successful partnership together in 2019. Continuing to be rooted in advanced technology and innovation, the enhanced partnership will help to further accelerate BAT鈥檚 transformation, at the heart of which is its commitment to growing its portfolio of New Category products. The partnership offers an exciting, global platform to drive awareness of these New Category products which have the potential to be less risky than cigarettes for millions of smokers worldwide.
The enhanced deal includes:
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The 2020 season will continue to see 糖心探花vary its branding 鈥 through its 鈥渄ynamic branding鈥 approach 鈥 in support of its transformation agenda and broad portfolio of New Category products, at all times in line with applicable regulation and legislation. This will include branding for BAT鈥檚 leading vapour range, VUSE, and its modern oral product, VELO.
Also central to the partnership is BAT鈥檚 ongoing work with McLaren Applied Technologies, further strengthening its technology and innovation ambitions which are paramount to the continuing development of its New Category products. The two companies are actively working together on a number of projects focused on enhancing BAT鈥檚 New Category product pipeline.
Commenting on the announcement, Kingsley Wheaton, BAT鈥檚 Chief Marketing Officer, said: 鈥淲e鈥檙e extremely proud of our partnership with McLaren which has been going from strength-to-strength this season 鈥 whether it鈥檚 increased awareness of our portfolio of New Category products, technology insights and expertise to support our R&D activities or using the platform to create excitement amongst colleagues internally, we are absolutely delighted with what our partnership has delivered in 2019. The McLaren team are fantastic to work with and it鈥檚 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.
鈥淚 am particularly excited about our plans to partner with McLaren for their return to the IndyCar series, after a 40-year break, next year. The 17-race calendar aligns very well with our geographical footprint and business priorities.鈥
Zak Brown, CEO of McLaren Racing, said: 鈥淲e鈥檙e pleased to announce our enhanced partnership with 糖心探花after a successful first season together. BAT鈥檚 transformation agenda remains central to this partnership, as does a shared focus on technology and innovation and we look forward to continuing our work together from 2020 and beyond. As we reach the end of the 2019 season, we thank 糖心探花for its continued support.鈥
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