June 20, 2022
Velo, the nicotine pouch brand from British American Tobacco (BAT), said it will once again donate its spot on the McLaren F1 car to its partner Tomorrowland, the Belgian electronic dance music festival.
The brand has offered the covered spot last year to Tomorrowland, saying that the opportunity would provide much-needed support for the live music and events industry battered by the Covid-19 pandemic.
This year, Velo has gone one step further by working with Tomorrowland to offer one lucky fan the ultimate papaya ticket, taking them on a global celebration from Paddock Club to performances.
Held over 10 days and across 3 countries, the party, hosted by Tomorrowland, gives fans the chance to take part in a Velo x McLaren F1 experience, meet Dimitri Vegas & Like Mike at Ushuaia at the party in Ibiza called ‘Tomorrowland presents: Dimitri Vegas & Like’, and experience the ultimate Tomorrowland celebration in Belgium seeing world-renowned artists.
“No one expected to see a music festival on the car at the F1 Austria GP 2021, but that’s what we delivered, and this year it’s all about putting fans in the heart of what we do for Velo,” John Beasley, group head of brand building at BAT, commented.
“Our partnerships with Tomorrowland and McLaren F1 Team go beyond our passion for music and motorsport. It is about a collective love of creativity and innovation that drives unexpected fan experiences, giving back to the fans that continue to showcase their love and support.”
Tomorrowland will be featured on the McLaren F1 cars throughout the Austrian GP weekend on July 10.