Johnnie Walker Signs F1 Whisky Deal
Johnnie Walker has announced a new partnership with the Formula One group in a bid to enhance the scotch whisky brand’s global positioning and expand the platform for its responsible drinking initiative, Join the Pact.
The announcement of the new multi-year arrangement, for which financial terms were not released, also sees Johnnie Walker become the Official Whisky of Formula 1.
The deal was confirmed in Singapore on Thursday, ahead of this weekend’s Grand Prix in the city-state.
The Diageo brand, has been active in Formula One since 2005 through a sponsorship agreement with the McLaren team.
Nick Blazquez, the president of Diageo in Africa and Asia, said of the deal: ‘Becoming the official whisky of Formula One will enable Johnnie Walker to greatly extend its reach to race fans.’
‘As a result of our new arrangement, we will have access to a global television audience of more than 450 million people and a track attendance audience of around 1.5 million every year.’
‘We believe there is great potential in what we can achieve together. The Johnnie Walker Join the Pact campaign is a proven, powerful programme that is already driving positive change. More than one million people around the world have signed the Join the Pact pledge to Never Drink and Drive.’
Formula One chief executive Bernie Ecclestone, added: ‘This is an exciting sponsorship for Formula One. I have admired the way that Johnnie Walker has entered into their sponsorship of Formula One to not only achieve commercial benefits but to also highlight the importance of responsible drinking. It is a great example of how an alcohol brand can dedicate time and money to be a force for good.’
