Posted in NEWS
January 8, 2021

VELO Launches Esports Racing Series In Partnership With McLaren Racing

VELO Launches Esports Racing Series In Partnership With McLaren Racing

VELO, a leading nicotine pouch brand, today launches the VELO ESERIES as part of its ongoing global partnership with McLaren Racing. It marks the brand’s expansion into esports, using its partnership to engage adult audiences with exciting content, driving global brand awareness as companies continue to adapt to the ongoing global environment.

Presented by ex-Top Gear host and TV presenter, Rory Reid, the four-part VELO ESERIES will see top celebrities go head-to-head against internet sensations. Series 1, launching this weekend, kicks off with globally renowned DJ, singer songwriter and producer Craig David and Supercar Blondie, the world’s largest automotive creator.

Each series will be split into three episodes of entertaining and inspiring content. The first will see the celebrity talent and YouTuber put through their paces in a bootcamp at the iconic home of McLaren in Woking, UK. A masterclass episode will follow which will see the celebrities showcasing their craft – including Craig David and Supercar Blondie going head-to-head. VELO fans will then participate in qualifiers to join the virtual grid, before the final ‘Beat Your Heroes’ episode of the live-streamed race event which sees fans race against the celebrities.

Craig David, DJ, singer songwriter and producer, said: “Hanging out at McLaren’s HQ was an incredible experience where they properly put me through my paces with F1 training and simulator practice – hopefully I’ll have some major skills going into the virtual race. A huge thank you to all the team there and at VELO for allowing me to be part of this eracing series!”

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

The VELO ESERIES brings together VELO’s passion points, driving global brand awareness and connecting fans across motorsport, music and entertainment. It will see VELO reaching its adult nicotine consumers in new, exciting and engaging ways, giving them the opportunity to participate and race against celebrities with a host of exclusive prizes up for grabs, including VELO branded racing overalls and gloves and games consoles.

Paul Lageweg, BAT’s New Categories Director, said: “VELO is all about creating exciting experiences for our adult nicotine consumers, encouraging them to find their edge, and we are bringing this to life with our new VELO ESERIES programme. The popularity of adult gaming has continued to grow, so we’re excited about tapping into this trend, adding an exciting and entertaining twist with some famous faces. It’s important that we 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.”

Mark Waller, Chief Commercial Officer, McLaren Racing said: “McLaren and VELO share a similar passion for putting fans at the heart of engaging experiences. It’s great to kick-off the New Year while we wait for the new Formula 1 season to get underway with this exciting new e-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.”

VELO ESERIES 1 launches this weekend, with further episodes set to air over the coming months, concluding at the end of April. All content will be available on VELO’s social channels, including the livestream of each virtual race on VELO’s YouTube channel. The Craig David and Supercar Blondie race for series 1 is set to take place at 1PM (GMT) on Saturday 6 February.

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

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About VELO

VELO is a modern oral product which gives adult smokers and nicotine consumers an exciting and convenient way to consume nicotine on the go. Available in a range of flavours and nicotine strengths, the VELO nicotine pouch provides an alternative way to consume nicotine. VELO products are white in colour and made of high-quality ingredients, including water, flavouring, sweeteners, pharmaceutical grade nicotine and plant-based materials. VELO is a market leader in the modern oral products category.

About British American Tobacco

BAT is a leading, multi-category consumer goods business with a purpose to build A Better Tomorrow by reducing the health impact of its business through offering a greater choice of enjoyable and less risky products for adult nicotine consumers. BAT encourages those who otherwise continue to smoke to switch completely to scientifically-substantiated, reduced-risk alternatives. BAT’s ambition is to have 50 million adult consumers of its non-combustible products by 2030. BAT employs over 53,000 people and operates in over 180 countries, with factories in 43.

About McLaren Racing

McLaren Racing was founded by New Zealand racing driver Bruce McLaren in 1963. The team entered its first Formula 1 race in 1966, since when McLaren has won 20 Formula 1 world championships, more than 180 Formula 1 grands prix, the Le Mans 24 Hours at its first attempt and the Indianapolis 500 three times.  McLaren Racing currently competes in Formula 1 globally and INDYCAR in the US. The team races in the 2020 FIA Formula 1 World Championship with drivers Lando Norris and Carlos Sainz, and will contest the 2021 FIA Formula 1 World Championship with Lando Norris and Daniel Ricciardo. In 2021 McLaren Racing will race in the INDYCAR Series with drivers Pato O’Ward and Felix Rosenqvist.

(Image) Source: Press release

Published at Thu, 07 Jan 2021 15:43:30 +0000

Dignitas Partners With New Digital Banking Platform Zytara

Dignitas, the esports vertical of New Meta Entertainment Inc. (NME), has today announced a new partnership with financial technology company Zytara, a digital banking platform and payment network designed for gaming and esports enthusiasts. On December 3, 2020, Zytara announced its plans to launch the digital banking platform and has since partnered with Dignitas to launch its first-ever strategic partnership in the esports and gaming space.

Aligning with esports veteran Dignitas as it enters the esports ecosystem, Zytara aims to forge a pathway to provide the esports market, including gamers under 18-years-old, with banking solutions and services to fulfill various existing needs. Zytara will work with bank partners to offer various banking products and services, targeted at gaming and esports enthusiasts including a checking and savings account, a virtual and physical debit card, and access to investment tools. The mobile application will include features tailored to gamers such as integrated automated payments for online gaming tournaments, player-to-player transfers, easy-to-use parental controls, limited-edition Dignitas-branded debit cards, and a Dignitas-branded mobile app user-experience (app skin).

The Dignitas-branded debit cards and mobile app skin will feature the new logo and style of Dignitas’ recently announced rebrand on January 6, 2021. The rebrand is a nod to the original Dignitas, one of the most historic brands in esports history, in combination with a reimagined charismatic and inclusive brand identity that matches the Dignitas of the modern era. Along with the Dignitas-branded debit cards and mobile app skin, Zytara and Dignitas will collaborate on unique activations such as social media and Twitch giveaways as well as pro-player content to drive awareness and engagement around much-needed financial solutions for today’s gamers.

Zytara Founder and CEO Al Burgio said, “I am thrilled that we have announced our partnership with Dignitas. When the concept of Zytara was first born, it was always about bringing to market a banking platform built by gamers, dedicated to gamers. Working with one of the most widely recognized esports organizations in the world shows our dedication to this special group of consumers. We are looking forward to the joint activity taking place with Dignitas throughout 2021 and being able to showcase our innovative products for esports fans and enthusiasts.”

Zytara is also leading innovation with its recent launch of ZUSD, digital money that is issued by a regulated financial institution and is redeemable on a 1:1 basis for US dollars. ZUSD moves at the speed of the Internet to and from anywhere in the world, and designed for the future of finance, esports and gaming, along with countless other applications. “We see the opportunity for ZUSD to become digital money for the gaming industry and beyond with the support of great partners like Dignitas,” added Burgio.

“Partnering with a brand as dedicated to the financial education and success of our athletes, creators, and community as we are is an extremely valuable opportunity,” said John Spiher, Vice President of Partnerships at Dignitas, “We look forward to working alongside Zytara to create innovative fan experiences focused on bringing their digital payment innovations to life.”

Dignitas-branded Zytara cards will be available in early 2021. Dignitas fans can register at to be notified when the product is available.

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Founded in 2019, Zytara is a financial technology company focused on supporting Millennial and Gen Z gamers and their households. Through the Zytara mobile app, members can sign up for a spending account tailored to gamers and esports fans, with branded debit cards, automated payments for online gaming tournaments, player-to-player (P2P) transfers, and easy-to-use parental controls that enhance financial literacy and provide parents with peace of mind. Zytara, working with regulated partners, will add investing accounts to the mobile app, enabling members to buy and sell stocks and ETFs as well as round up at point of sale. Zytara is partnering with leading esports teams to provide tailored user experiences for their fans in the Zytara mobile app. As part of Zytara’s mission and pledge towards financial inclusion, the company plans to add app support for key digital assets including a tokenized U.S. dollar (ZUSD). For more information visit


Since its formation in 2003, Dignitas has established itself as one of the most successful esports organizations in the world, amassing 18 World Championships across multiple gaming titles. In September 2016, Dignitas was acquired by the NBA’s Philadelphia 76ers of Harris Blitzer Sports & Entertainment (HBSE), a diverse, global portfolio of sports and entertainment franchises and properties that includes the Philadelphia 76ers (NBA), New Jersey Devils (NHL) and more. Dignitas is the esports organization within New Meta Entertainment, Inc. (NME), a new media sports and entertainment company founded in May 2019 by an investor group that includes HBSE, Susquehanna International Group and Delaware North, among others. Dignitas currently fields seven teams in five of esports’ largest and most popular games: League of Legends, Counter-Strike: Global Offensive (men’s and women’s teams), VALORANT (men’s and women’s teams), Rocket League, and Super Smash Bros. With content studios and player wellness facilities in Greater New York City and Los Angeles, and infrastructure in Europe and China, Dignitas is a global leader dedicated to esports athletes, digital influencers and entertainment game-changers.

(Image) Source: Press release

Published at Thu, 07 Jan 2021 15:38:15 +0000

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