BAT and Qatar Duty Free partner in VELO x McLaren Formula 1 Team activation at Doha International

BAT has unveiled a striking new VELO activation at Hamad International Airport in Doha, Qatar, developed in partnership with Qatar Duty Free.

Situated in the airport’s prestigious South Node – its highest-profile retail space – the activation coincides with the build-up to the Qatar Grand Prix and runs from September 8 to December 4, 2025.

The campaign showcases the latest expression of the VELO x McLaren Formula 1 Team partnership, offering adult consumers a chance to experience BAT’s premium modern oral nicotine pouch brand alongside a thrilling motorsport-themed immersive execution.

A state-of-the-art McLaren Formula 1 Team simulator is the centerpiece of the activation, allowing adult consumers to feel the adrenaline of the racetrack. The initiative builds on the previous similar successful Velo x McLaren Formula 1 Team activations in Hamad International Airport, first launched in 2023, and is underpinned by BAT’s broader partnership with McLaren Formula 1 Team, which has been ongoing since 2019.

This year’s activation elevates the experience through a more engaging and strategically placed presence at one of the Middle East’s busiest travel hubs. Travelers purchasing VELO x McLaren Formula 1 Team limited-edition products will also receive exclusive VELO x McLaren Formula 1 Team branded gifts, while supplies last.

Andy Hrstic, Cluster General Manager, Global Travel Retail and China at BAT, said, “This activation is a bold statement of intent for VELO in the Middle East. By combining our premium retail offering with a world-class brand partnership, we are delivering a unique experience for adult nicotine consumers at one of the world's most dynamic airports.

“Consumer preferences in global travel retail continue to evolve, with more travelers increasingly seeking a variety of reduced-risk alternatives to cigarettes. Activations like this allow us to work with trusted partners to showcase our multi-category portfolio, and bring our transformation to life, accelerating our mission to Build a Smokeless World by encouraging adult consumers to switch to smokeless products.”

Thabet Musleh, Chief Retail & Hospitality Office at Qatar Airways Group, commented, “At Qatar Duty Free, we’re all about turning each trip into something unforgettable, so bringing VELO and McLaren together in our South Node feels spot on. Adult travelers don’t just pass through here; they get to really experience the best in global partnerships, digital innovation, and hands-on excitement.

“The McLaren Formula 1 Team simulator is exactly the kind of energy we want customers to feel. This partnership is another step in our journey to redefine airport retail, making it more immersive and, honestly, more fun.”