McLaren Racing and VELO, a nicotine pouch brand, have today launched the VELO ESERIES as part of its ongoing global partnership with BAT (British American Tobacco).
It marks the expansion for VELO into Esports, where they look to engage with adult audiences with "Exciting content, driving global brand awareness".
It wll be presented by none other than Rory Reid, ex Top Gear Presenter. The Four part VELO ESERIES will see top celeb's go head to head against internet sensations. Launching this weekend sees Super star Craig David and the Internet Legend Alexandra Hirschi, otherwise known as Supercar Blondie, for their first series.
The VELO ESERIES will bring VELO’s passion to drive global brand awareness and connect fans across Motorsport, music and entertainment. VELO will be reaching out to its adult nicotine consumers in new and exciting ways, giving them the opportunity to get involved and race against celeb's with a chance to win exclusive prizes, 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 eracing 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 programme. 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. It’s important that we 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 eracing series!”
Alexandra Hirschi, Supercar Blondie, said:
“I absolutely 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 1PM (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 tobacco products. The company has been Principal Partner of McLaren Racing since early 2019, a partnership which is focused on helping to accelerate its transformation with these new products it offers.