Tobacco

Vuse Partners With Indy Race Cars

Reynolds agreement ties e-cigarette brand to Arrow McLaren team
Photograph courtesy of R.J. Reynolds Vapor Co.

WINSTON-SALEM, N.C. —R.J. Reynolds Vapor Co. has announced a continuing racing partnership with its Vuse e-cigarette brand and Arrow McLaren SP for its NTT Indycar Series, officials with the vaping company said.

The agreement puts the Vuse logo on the rear wing, chassis side and sidepod tops of the McLaren 2020 series of race cars, the Winston-Salem, N.C.-based e-cigarette maker said.

“Vuse is committed to bringing world-class technology, cutting-edge performance and unique style to adult nicotine consumers, through fully customizable vaping options,” said Leila Medeiros, U.S. head of the Vuse brand. “Arrow McLaren SP is a perfect partner and we are very proud to extend and enhance our relationship over the years to come.”

The Vuse brand promotion is part of a broader partnership deal between the vape company’s parent, London-based British American Tobacco (BAT), and Indianapolis-based McLaren, following a successful first year of global partnership with the McLaren Racing Formula 1 team.

“BAT’s transformation agenda remains central to our global partnership, as does a shared focus on technology and innovation, and we look forward to continuing our work together,” said Zak Brown, CEO of McLaren Racing.

To further the partnership, Vuse will host engagement opportunities for select retail customers and adult nicotine consumers throughout the racing season, Reynolds officials said.

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