McLaren has added another major brand to its Formula 1 portfolio after announcing a new global partnership with British American Tobacco (BAT).

BAT enjoyed heavy involvement in F1 between 1997 and 2007, notably buying Tyrell and renaming the team British American Racing, or BAR.

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The company ultimately sold BAR to Honda before cutting all ties with the operation in 2007 amid the clampdown on tobacco sponsorship in F1, but will now return to the sport through this new agreement with McLaren.

The multi-year partnership is “focused solely on BAT’s potentially reduced risk products and grounded in technology and innovation,” similar to Ferrari’s ‘Mission Winnow’ partnership with Philip Morris International.

“The agreement brings together two companies with a shared interest in technology, innovation and design, as well as a clear desire to deliver significant and meaningful change in their respective industries,” a statement from McLaren reads.

“Technology is a core part of the relationship; McLaren Applied Technologies will work with BAT on areas including battery technology and advanced materials. The two companies will share best practice, innovation know-how and mutual experience.”

McLaren Racing CEO Zak Brown 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 technical experience and expertise in helping to accelerate this.”

“We’re extremely proud and excited about this new partnership, further enabling us to accelerate the pace at which we innovate and transform ourselves,” added Kingsley Wheaton, BAT’s Chief Marketing Officer.

“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."

 

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