VELO and McLaren Formula 1 Team Unveil Innovative Fan Experience Campaign

A New Era of Fan Engagement in Formula 1

In an exciting development for motorsport enthusiasts, VELO has teamed up with the iconic McLaren Formula 1 Team to launch the groundbreaking campaign titled "Live Your Fandom." This initiative takes fan engagement to another level, moving away from traditional grandstands and screens to offer fans a direct, immersive experience in the world of Formula 1.

The heart of the campaign revolves around giving select superfans a behind-the-scenes look at the McLaren Technology Centre (MTC) in Surrey, U.K. Nine lucky fans from various countries, including the U.K., Romania, the Czech Republic, and Mexico, were granted unprecedented access to the inner workings of one of the most prestigious racing teams in the world. They could finally live out their dreams in a place most only see from afar.

Unique Behind-the-Scenes Experiences

Upon arriving at the MTC, the fans were treated to an exclusive tour that highlighted the state-of-the-art facilities used by the McLaren F1 team. The atmosphere was electric, with fans' excitement palpable as they explored areas typically closed to the public. Not only did they have the opportunity to meet McLaren Racing CEO Zak Brown, but they also had the unique chance to share their personal experiences and favorite memories with him.

During a surprise visit, Zak Brown engaged with these devoted fans, inspiring them with stories from the racing world and encouraging them to channel their passion into creative ideas. The day continued with a special design workshop where participants collaborated on upcoming secret projects, merging their fan experience with McLaren's vision for the future.

Q&A Session with Lando Norris

One of the highlights of the day was a dream Q&A session with McLaren F1 driver, Lando Norris. The selected superfans had the unique opportunity to interact with Norris, asking questions and sharing their enthusiasm for the sport and the team. For fans like Lauren Allen from the U.K., the event was life-changing. "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!" she exclaimed. These words echoed the sentiment shared by Shantal Ayala Abdala from Mexico, who felt warmly welcomed and thrilled to be part of the "papaya family" (referring to McLaren's signature color).

The Broader Impact of the Campaign

Matt Dennington, Co-Chief Commercial Officer of McLaren Racing, emphasized the importance of fans in shaping the team's identity. He noted, "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."

The campaign represents a vital shift in how brands are engaging with sports fans. Luca Angiolillo, Global Head of Partnerships at BAT (the parent company of VELO), expressed the company's commitment to fostering authentic connections with fans. "True fandom isn’t just about watching – it’s about participating, influencing, and being an integral part of the journey," he mentioned during the event.

Not only does this collaboration showcase the innovation of VELO and McLaren, but it also signals a new era where fan engagement is deeply rooted in the experience and shared passion for motorsport.

Join the Movement

As the 2025 Formula 1 season progresses, both VELO and McLaren Racing promise an adventurous journey that transcends the ordinary, inviting fans to be part of something truly special. To learn more about the "Live Your Fandom" campaign and other upcoming initiatives, follow VELO on Instagram and visit the McLaren Racing website. Don’t miss out on future opportunities to engage like never before!

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