BAT celebrates McLaren Formula 1 Team victory with Champions’ Editon VELO and Abu Dhabi activation

BAT is marking another year of its successful partnership with the McLaren Formula 1 Team in global travel retail with the launch of the Champions’ Edition VELO nicotine pouches in the UK, Ireland and Spain.

Sporting the motif ‘We believed. Papaya Won.’, the design celebrates the McLaren Formula 1 Team’s successful campaign to win the 2025 Formula 1 Constructors’ Championships for the second year in a row.

With the Drivers' Championship having reached its thrilling conclusion, the partnership also marks the end of the Formula 1 2025 season with a striking VELO activation at Zayed International Airport, coinciding with the recent Abu Dhabi Grand Prix. The activation, launched in collaboration with Lagardère Travel Retail, runs from December 1 to February 28, 2026, and provides adult consumers with opportunities to discover BAT’s award-winning premium nicotine pouch brand, available in the recently launched Circuit Edition.

Andy Hrstic, BAT Cluster General Manager for Global Travel Retail and China, said, “Like our brand partner the McLaren Formula 1 Team, our category-leading nicotine pouch offering, VELO, is all about innovation, pushing boundaries, and delivering exciting brand experiences for adult consumers.

“These activations are an opportunity to combine our award-winning products like VELO with world-class in-store executions, in close collaboration with our retail partner, Lagardère Travel Retail. They enable us to showcase our science-backed multicategory portfolio, bring our transformation mission to life, and continue on our journey of providing potentially less risky alternatives for adult consumers.

“We send our congratulations to our brand partners, the McLaren Formula 1 Team, on their successful season, and we look forward to celebrating their success through these exciting product offerings and in-store activations.”

Lagardère Travel Retail added, “Lagardère Travel Retail is delighted to partner with BAT to bring its VELO activation to life at Abu Dhabi International Airport. This collaboration highlights our shared commitment to innovation and to offering adult consumers alternative, reduced-risk nicotine products. The launch of VELO special circuit edition in such a dynamic environment reflects our focus on sustainable category growth and elevated brand experiences.”