The four-part VELO ESERIES will see top celebrities go head-to-head against internet sensations.

McLaren Racing and VELO, a leading brand of nicotine pouches, today launched VELO ESERIES as part of their ongoing global partnership with BAT. It marks VELO's expansion into esports, using its partnership to engage adult audiences with exciting content, driving global brand awareness as companies continue to adapt to today's environment.

Hosted by former Top Gear host and TV host, Rory Reid, the four-part VELO ESERIES will see top celebrities go head-to-head against internet sensations. Launching this weekend, Series One kicks off with world-renowned DJ, singer-songwriter, and producer Craig David, and Supercar Blondie, the world's greatest car builder.

VELO ESERIES brings together VELO passion points to drive global brand awareness and connect fans across motorsports, music and entertainment. You'll see VELO reach its adult nicotine users in new, exciting and engaging ways, allowing them to engage and compete against celebrities with a host of exclusive prizes up for grabs, including VELO-branded racing overalls, gloves and game consoles.

Mark Waller, McLaren Racing Chief Commercial Officer, said: “McLaren and VELO share a similar passion for putting fans at the center of engaging experiences. It's great to kick off the New Year as we look forward to the new Formula 1 season kicking off with this exciting new racing initiative. Fan engagement continues to be more important than ever during these times, so it's great to work with our partners to develop fantastic experiences like this."

Paul Lageweg, Director of New Categories at BAT, said: “VELO is all about creating exciting experiences for our adult nicotine users, encouraging them to find their edge, and we're bringing this to life with our new VELO ESERIES programme. The popularity of adult games has continued to grow, so we're excited to take advantage of this trend, adding an exciting and entertaining twist with some famous faces. We must always look for new and creative, digital first ways to use our global partnerships to connect with our consumers and delight audiences around the world.”

Craig David, DJ, singer-songwriter and producer, said: "Hanging out at the McLaren headquarters was an amazing experience where I was put to the test with F1 training and simulator practice. I'm hoping to have some serious skills coming into the the virtual race. Many thanks to the entire team there and at VELO for allowing me to be a part of this racing series!”

Alexandra Hirschi, Supercar Blondie, said: “I loved racing against music legend Craig David. That's what I love about cars, it brings people together who might never meet otherwise. VELO and McLaren have brought back a real treat for esports!”

VELO ESERIES 1 launches this weekend, with more episodes scheduled to air in the coming months, wrapping up at the end of April. All content will be available on VELO's social channels, including the live broadcast of each virtual race on VELO's YouTube channel. Craig David and Supercar Blondie's race for Series 1 is scheduled for Saturday, February 6 at 1pm (GMT).

The VELO brand is a leading nicotine pouch brand and is part of a portfolio of new-category products that BAT offers adult nicotine users as alternatives to traditional tobacco products. The company has been a Principal Partner of McLaren Racing since early 2019, a partnership that is focused on helping to accelerate its transformation with these new product offerings.