PR87466

LONDON, Jan. 6, 2021 /PRNewswire=KYODO JBN/ --

  -- VELO enters the gaming market for adults with launch of VELO ESERIES,

     teaming up with global partner McLaren Racing on an exciting content

     series which pits celebrities and YouTube talent against each other and

     their fans

VELO, a leading nicotine pouch brand, today launches the VELO ESERIES as part

of its ongoing global partnership with McLaren Racing.  It marks the brand'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 global environment.

Photo -

https://mma.prnewswire.com/media/1394387/VELO_Racing_Series_Supercar_Blondie_and_Craig_David.jpg

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.  

Series 1, launching this weekend, kicks off with globally renowned DJ, singer

songwriter and producer Craig David and Supercar Blondie, the world's largest

automotive creator.

Each series will be split into three episodes of entertaining and inspiring

content.  The first will see the celebrity talent and YouTuber put through

their paces in a bootcamp at the iconic home of McLaren in Woking, UK.  A

masterclass episode will follow which will see the celebrities showcasing their

craft - including Craig David and Supercar Blondie going head-to-head. VELO

fans will then participate in qualifiers to join the virtual grid, before the

final 'Beat Your Heroes' episode of the live-streamed race event which sees

fans race against the celebrities.

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."

The VELO ESERIES brings together VELO's passion points, driving global brand

awareness and connecting fans across motorsport, music and entertainment.  It

will see VELO reaching its adult nicotine consumers in new, exciting and

engaging ways, giving them the opportunity to participate and race against

celebrities with a host of exclusive prizes up for grabs, including VELO

branded racing overalls and gloves and games consoles.

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."

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 e-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."

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 (

https://c212.net/c/link/?t=0&l=en&o=3025374-1&h=1609529109&u=https%3A%2F%2Fwww.youtube.com%2Fchannel%2FUCncjIIs26B2y_xX2V7iZ2Fg&a=VELO%27s+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.

VELO (@velo.global) Instagram (

https://c212.net/c/link/?t=0&l=en&o=3025374-1&h=2148350703&u=https%3A%2F%2Fwww.instagram.com%2Fvelo.global%2F&a=VELO+(%40velo.global)+Instagram

)

VELO GLOBAL – YouTube (

https://c212.net/c/link/?t=0&l=en&o=3025374-1&h=2569458271&u=https%3A%2F%2Fwww.youtube.com%2Fchannel%2FUCncjIIs26B2y_xX2V7iZ2Fg&a=VELO+GLOBAL+-+YouTube

)

Notes to editors:

For further information please contact:

BAT

Joanne Walia, Global Partnerships Communications Manager

Joanne_Walia@bat.com / +44 (0)7711 150058

McLaren Racing

Tim Bampton, Chief Communications Officer, McLaren Racing  

tim.bampton@mclaren.com / +44 (0) 7468 714614

Siobhan Filsell, Brand & Partner Communications, McLaren Racing

siobhan.filsell@mclaren.com / +44 (0) 7879 890 260

About VELO: VELO is a modern oral product which gives adult smokers and

nicotine consumers an exciting and convenient way to consume nicotine on the

go.

Available in a range of flavours and nicotine strengths, the VELO nicotine

pouch provides an alternative way to consume nicotine. VELO products are white

in colour and made of high-quality ingredients, including water, flavouring,

sweeteners, pharmaceutical grade nicotine and plant-based materials.

VELO is a market leader in the modern oral products category.

https://uk.velo.com/

About British American Tobacco: BAT is a leading, multi-category consumer goods

business with a purpose to build A Better Tomorrow by reducing the health

impact of its business through offering a greater choice of enjoyable and less

risky products for adult nicotine consumers. BAT encourages those who otherwise

continue to smoke to switch completely to scientifically-substantiated,

reduced-risk alternatives. BAT's ambition is to have 50 million adult consumers

of its non-combustible products by 2030. BAT employs over 53,000 people and

operates in over 180 countries, with factories in 43.

About McLaren Racing: McLaren Racing was founded by New Zealand racing driver

Bruce McLaren in 1963. The team entered its first Formula 1 race in 1966, since

when McLaren has won 20 Formula 1 world championships, more than 180 Formula 1

grands prix, the Le Mans 24 Hours at its first attempt and the Indianapolis 500

three times. McLaren Racing currently competes in Formula 1 globally and

INDYCAR in the US. The team races in the 2020 FIA Formula 1 World Championship

with drivers Lando Norris and Carlos Sainz, and will contest the 2021 FIA

Formula 1 World Championship with Lando Norris and Daniel Ricciardo. In 2021

McLaren Racing will race in the INDYCAR Series with drivers Pato O'Ward and

Felix Rosenqvist.

SOURCE: VELO