Forget the grandstands, forget the screens. This season, VELO, a leading global brand of tobacco-free nicotine pouches, have redefined fan access with the McLaren Formula 1 Team, taking them behind closed doors through the “Live Your Fandom” campaign.
VELO, who champions those that embrace authenticity and self-expression, and the McLaren Formula 1 Team, are putting fandom front and centre. The two brands have come together to deliver unparalleled experiences and reward a community of global fans throughout the F1 season.
From selected supporters and McLaren Plus app competition winners from across the world including, UK, Romania, Czech Republic and Mexico, nine fans were granted the golden ticket: a full day embedded within the McLaren Formula 1 Team, transforming superfans into true insiders.
“It’s been a wonderful experience today. VELO and McLaren have welcomed us with open arms, and I truly feel part of the papaya family.”
Shantal Ayala Abdala from Mexico
Stepping into the McLaren Technology Centre (MTC) in Surrey, UK, the lucky fans were immersed in an exclusive, behind the scenes tour of the MTC. Excited by what they saw and inspired by McLaren Racing CEO Zak Brown’s open letter to fans, they came together to share their favourite and most exciting McLaren moments. These memories were then shared directly with Zak himself in the first surprise visit of the day.
Continuing their experience, the chosen nine were granted access to an exclusive design workshop where they were put to work. Their collective fan experiences were channelled into the inspiration behind several upcoming, top-secret projects, which are being kept under wraps, for now. Finally, a moment that every fan dreams of – a direct Q&A session with McLaren Formula 1 Team Driver, Lando Norris to finish off the ultimate McLaren Formula 1 Team experience
“I’ve always wanted to come to the MTC, so to not only have a behind the scenes experience, but to also meet Zak and Lando, was incredible! A massive thank you to VELO.”
Lauren Allen from the UK
Reflecting on opening the McLaren doors Matt Dennington, Co-Chief Commercial Officer of McLaren Racing, stated “Our fans are incredibly important to us as a team – so it was great to be able to invite a lucky few to join us at the MTC, enabling them to live their fandom and channel their love for the team into creative expression. It’s a great project that we’re working on alongside the team at VELO, and having fans at the forefront of this makes it even more special.”.
Luca Angiolillo, Global Head of Partnerships at BAT, commented, “VELO is proud to celebrate those who dare to be themselves, and has been dedicated to rewarding and celebrating F1 fandom for several years. The ‘Live Your Fandom’ campaign takes this to an entirely new level. Our ambition as a brand is to foster an unparalleled sense of togetherness through motorsport, genuinely handing over the reins to fans to get their unique input; proving that true fandom isn’t just about watching – it’s about participating, influencing, and being an integral part of the journey. We eagerly anticipate what the rest of the F1 season will bring, knowing our fans are now even more deeply connected. Make sure to follow along!”
Visit VELO’s Instagram, as well as McLaren Racing’s website to discover more about the groundbreaking ‘Live Your Fandom’ campaign and how you can be part of the next chapter.
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