McLaren signs up BAT as principal partner for 2020

©McLaren

McLaren and British American Tobacco will expand their commercial partnership in 2020, with the multinational tobacco company increasing its branding with the papaya squad in F1.

McLaren signed up BAT as a sponsor earlier this year, promoting its partner's "A Better Tomorrow" branding which supports the cigarette company's transformation and its portfolio of potentially reduced-risk products.

The enhanced deal between McLaren and BAT will see "significantly increased branding" on next year's car, including "highly visible new sidepod branding, inside halo and front wing branding positions".

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"We’re pleased to announce our enhanced partnership with BAT after a successful first season together," said McLaren racing boss Zak Brown

"BAT’s transformation agenda remains central to this partnership, as does a shared focus on technology and innovation and we look forward to continuing our work together from 2020 and beyond.

"As we reach the end of the 2019 season, we thank BAT for its continued support."

McLaren and BAT's association will also extend beyond F1, with the latter partnering with Arrow McLaren SP in next season's IndyCar series.

"Our partnership is giving us a truly global marketing and innovation platform to accelerate our journey with our New Categories business, focused on creating a better tomorrow for our consumers, shareholders, society and employees," said Kingsley Wheaton, BAT's chief marketing officer.

“I am particularly excited about our plans to partner with McLaren for their return to the IndyCar series, after a 40-year break, next year.

"The 17-race calendar aligns very well with our geographical footprint and business priorities."

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Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.