Velo is a growing global brand of nicotine pouches, offering a modern, tobacco-free alternative. To extend its reach among adult nicotine consumers, Velo partnered with McLaren—tapping into the energy of Formula 1 and IndyCar fandoms. The collaboration brought together two global brands with strong appeal to modern, experience-driven audiences.

As traditional tobacco sponsorships remain banned in motorsports, BAT re-entered the space through its Modern Oral category, positioning Velo as a forward-looking, tobacco-free presence in a highly regulated industry.