UAE/EUROPE. BAT Global Travel Retail is celebrating the McLaren Formula 1 team’s 2025 Constructors’ Championship with a series of VELO x McLaren initiatives across key travel retail markets.
To coincide with the season-ending Abu Dhabi Grand Prix, promotions include a high-profile activation in partnership with Lagardère Travel Retail at Abu Dhabi’s Zayed International Airport.
Running from 1 December 2025 to 28 February, the Zayed International Airport installation showcases VELO’s recently launched Circuit Edition and provides discovery opportunities for adult consumers seeking tobacco-free nicotine alternatives.
A new Champions’ Edition design of VELO – BAT’s tobacco-free nicotine pouch brand – carrying the message ‘We believed. Papaya Won.’ is rolling out to other key airport locations in the UK, Ireland and Spain.
The limited-edition release marks McLaren’s back-to-back Constructors’ Championship victories.
BAT Cluster General Manager for Global Travel Retail & China Andy Hrstic said: “Like our brand partner the McLaren Formula 1 Team, our category-leading nicotine pouch offering, VELO, is all about innovation, pushing boundaries and delivering exciting brand experiences for adult consumers.
“These activations are an opportunity to combine our award-winning products like VELO with world-class in-store executions, in close collaboration with our retail partner, Lagardere Travel Retail.
“They enable us to showcase our science-backed multicategory portfolio, bring our transformation mission to life and continue on our journey of providing potentially less risky alternatives for adult consumers.
“We send our congratulations to our brand partners, the McLaren Formula 1 Team, on their successful season, and we look forward to celebrating their success through these exciting product offerings and in-store activations.”
A Lagardère Travel Retail spokesperson commented: “Lagardère Travel Retail is delighted to partner with BAT to bring its VELO activation to life at Abu Dhabi International Airport.
“This collaboration highlights our shared commitment to innovation and to offering adult consumers alternative, reduced-risk nicotine products.
“The launch of VELO special circuit edition in such a dynamic environment reflects our focus on sustainable category growth and elevated brand experiences.” ✈
