PITCH WIN

Challenge
Reframe BAT for a new generation by accelerating its transformation agenda, using the global platform of Formula 1 to build relevance for its New Category products, Vuse and Velo, with audiences driven by progress, innovation and culture.

Idea
Move beyond traditional sponsorship to create a platform where performance meets culture, using McLaren’s world as a stage to showcase transformation in action, collaborating with artists and creators to connect with fans through innovation, creativity and shared ambition.

Execution
A multi-year global partnership brought to life through dynamic race-day branding, technology collaboration and culturally-led initiatives such as Driven by Change, championing emerging artists and embedding the brands within the energy and momentum of Formula 1.

Alongside this, we developed global toolkits to enable local markets to activate the platform consistently, scaling the partnership through adaptable assets, guidance and frameworks designed for rollout across regions.

Result
A long-standing client relationship built on a platform that continues to evolve, transforming sponsorship into a scalable, culturally-led ecosystem that drives relevance, engagement and sustained brand progression on a global stage.