INTERNATIONAL. Tobacco products powerhouse BAT and leading travel experience player Avolta today announced an expansion of their longstanding commercial partnership, centred on a new collaboration for the 2026 Formula 1 season which begins tomorrow (8 March) with the Australian Grand Prix in Melbourne.
Under the agreement, BAT will share a portion of its owned branding space on the McLaren Mastercard Formula 1 Team car with Club Avolta – Avolta’s global loyalty programme.
The agreement, which will run across nine races in the F1 calendar, is designed to amplify the visibility of both organisations on what the partners called one of the world’s most globally resonant sporting platforms.
The initiative reinforces the companies’ shared commitment to innovation and high-quality experiences for adult consumers across the global travel retail channel, BAT said in a media release.
The expanded collaboration reflects the growing strategic alignment between BAT and Avolta. With more than 5,100 stores across over 70 countries and a database of 15 million adult loyalty members, Avolta provides unmatched global reach, BAT said.
BAT’s smokeless portfolio – including Vuse, gloTM and its market leading nicotine pouch brand VELO – continues to grow, driven by what the company called world-class science and consumer-led innovation.
By combining BAT’s brand-building expertise with Avolta’s retail scale, digital ecosystem and instore excellence, the partnership is designed to create a material step-change in the level of impact for both companies.
BAT said the integration of McLaren Mastercard F1 Team branding alongside Avolta’s global footprint and digital touchpoints offers a powerful vehicle to enhance the visibility of smokeless products.
This includes expanded exposure and distribution opportunities for VELO to adult consumers across key travel corridors, where regulations permit.
The collaboration also supports a shared ambition for growth during the 2026 F1 season while building a scalable platform for future joint initiatives, ensuring both companies can continue to innovate and grow within a dynamic and competitive global channel, BAT said.
BAT Cluster General Manager Global Travel Retail and China Andy Hrstic commented: “We are thrilled to be able to bring this initiative to life in partnership with Avolta and with the support of the McLaren Mastercard Formula 1 Team.
“This partnership highlights the strong and growing strategic alignment between BAT and Avolta, and the value we can unlock when we bring our respective strengths together.
“The combination of Avolta’s global scale with BAT’s consumer-led innovation enables us to deliver richer, more engaging experiences for adult consumers across the travel retail channel.”
BAT Customer Group Manager Alberto Henao Lafaurie said: “Extending the collaboration between Avolta and BAT GTR to the McLaren Mastercard Formula 1 Team platform reinforces our shared ambitions.
“It gives us a powerful new way to enhance visibility, build awareness of our smokeless brands, including our market leading nicotine pouch brand VELO, and raise the standard of execution in one of the world’s most dynamic retail environments.”
Avolta Chief Commercial Officer Nicolas Girotto commented, “We are proud to extend our partnership with BAT onto one of the world’s most prestigious sporting platforms.
“Bringing Club Avolta to the McLaren Mastercard Formula 1 Team stage reinforces our global brand presence and demonstrates what strong strategic partnerships can achieve at scale.
“Through this collaboration, we are creating high-impact moments that connect with adult travellers across our markets and strengthen our commercial impact. We look forward to building further momentum together.”
Avolta Global Category Management Director – Liquor, Tobacco and Food Eduardo Heusi added: “We are delighted to bring this collaboration to life together with BAT and the McLaren Mastercard Formula 1 Team.
“This partnership reflects the strength of our long-standing relationship with BAT and our shared ambition to elevate brand engagement across global travel retail.
“By connecting our retail footprint with one of the world’s most prestigious sporting platforms, we are creating new opportunities to strengthen brand visibility and enhance the experience for adult travellers across our markets.” ✈
Footnote: Club Avolta was a big winner in The Moodies 2025, travel retail’s only dedicated social & digital media awards.
It won:
- Best Use of Data Analytics and/or CRM
- Digital Disrupter of the Year
- Best Influencer/KOL-led Campaign (for Club Avolta x Florence by Mills: also Highly Commended in Best Small Budget Campaign – Spend under US$50k)
- Best Use of Innovative Digital Platforms (AI, VR, the Metaverse)
- Best Use of Instagram in a Single Campaign (for Chamère Kir Royal x Emily in Paris launch campaign)
