McLaren Racing and VELO, a leading nicotine pouch brand, today launched the VELO ESERIES as part of its ongoing global partnership with BAT. It marks VELO’s expansion into esports, using its partnership to engage adult audiences with exciting content, driving global brand awareness as companies continue to adapt to the ongoing environment.
Presented by ex-Top Gear host and TV presenter, Rory Reid, the four-part VELO ESERIES will see top celebrities go head-to-head against internet sensations. Launching this weekend, Series One kicks off with globally renowned DJ, singer-songwriter, and producer Craig David, and Supercar Blondie, the world’s largest automotive creator.
The VELO ESERIES brings together VELO’s passion points to drive global brand awareness and connect fans across motorsport, music, and entertainment. It will see VELO reaching its adult nicotine consumers in new, exciting, and engaging ways, allowing them to participate and race against celebrities with a host of exclusive prizes up for grabs, including VELO-branded racing overalls, gloves, and games consoles.
Mark Waller, Chief Commercial Officer, McLaren Racing, said: “McLaren and VELO share a similar passion for putting fans at the heart of engaging experiences. It’s great to kick off the New Year while we wait for the new Formula 1 season to get underway with this exciting new racing initiative. Fan engagement continues to be more important than ever during these times so it’s great to work with our partners to develop fantastic experiences like this.”
Paul Lageweg, BAT’s New Categories Director, said: “VELO is all about creating exciting experiences for our adult nicotine consumers, encouraging them to find their edge, and we are bringing this to life with our new VELO ESERIES program. The popularity of adult gaming has continued to grow, so we’re excited about tapping into this trend, adding an exciting and entertaining twist with some famous faces. We must always look for new and creative, digital-first ways to use our global partnerships to connect with our consumers and delight audiences around the world.”
Craig David, DJ, singer-songwriter, and producer, said: “Hanging out at McLaren’s HQ was an incredible experience where they properly put me through my paces with F1 training and simulator practice - hopefully I’ll have some major skills going into the virtual race. A huge thank you to all the team there and at VELO for allowing me to be part of this racing series!”
Alexandra Hirschi, Supercar Blondie, said: “I loved racing against music legend Craig David. That’s what I love about cars, it brings people together who would otherwise never meet. VELO and McLaren have brought back a real enjoyment for esports!”
VELO ESERIES 1 launches this weekend, with further episodes set to air over the coming months, concluding at the end of April. All content will be available on VELO’s social channels, including the Livestream of each virtual race on VELO's YouTube channel. The Craig David and Supercar Blondie race for series 1 is set to take place at 1 PM (GMT) on Saturday 6 February.
The VELO brand is a leading nicotine pouch brand and is part of a portfolio of new category products that BAT offers adult nicotine consumers as alternatives to traditional leaf products. The company has been Principal Partner of McLaren Racing since early 2019, a partnership that is focused on helping to accelerate its transformation with these new products it offers.