Ahead of the Dutch Grand Prix, McLaren Velo finds itself embroiled in a controversy surrounding its recent branding collaboration with VELO, a brand from British American Tobacco. The partnership has sparked widespread debate and criticism due to concerns surrounding tobacco advertising and the influence it may have on young fans of the sport.
McLaren, one of the most successful teams in Formula 1 history, in 2019 announced its partnership with the well-known brand of nicotine pouches. As part of the deal, the McLaren cars sported prominent Velo branding (see picture).
In particular this time, as part of a consumer engagement program, BAT Marketing team has alterated the brand name to form the word “LOVE”, decision that has re-ignited a fiery debate within the motorsport community and beyond.
Tobacco advertising and promotion have long been a contentious issue within Formula 1. In 2006, the sport banned all tobacco-related sponsorship because of health concerns and the desire to distance themselves from promoting a harmful product. However, recent introduction of tobacco-free alternatives, have re-started the long term programs tobacco companies used to run in the past. The scattered regulatory framework surrounding tobacco-free products helps opening temporary loop-holes.
F1 and Tobacco Advertising: a deja-vue with McLaren VELO and novel tobacco products?
As expected, critics argue that McLaren’s partnership with British American Tobacco undermines the spirit of the ban on tobacco advertising. They contend that by allowing a tobacco-related brand to prominently feature on the cars, McLaren is indirectly promoting a harmful product to impressionable viewers, particularly young racing fans.
Supporters of the collaboration, on the other hand, emphasize that the nicotine pouches Brand is a legal product and separate from traditional cigarettes. They argue that the partnership should not be perceived as tobacco advertising since nicotine pouches do not contain tobacco. According to them, this collaboration reflects the evolving landscape of the tobacco industry, which is increasingly focused on alternative products.
McLaren defends their decision to partner with Velo by highlighting that the brand complies with all relevant regulations and legal requirements. They maintain that the collaboration adheres to the rules and guidelines set by the sport’s governing body, the Fédération Internationale de l’Automobile (FIA).
Another aspect to consider in this matter concernes that the event, highly anticipated by fans and drivers alike, will attract a significant global audience. This increased exposure has fueled concerns even further, as the branding will be seen by millions of viewers worldwide.
