Schumacher To Become Bacardi Ambassador

Bacardi has signed up former F1 World Champion Michael Schumacher as a brand
ambassador for the spirits company’s social responsibility programme around the
sport.

Starting in January 2008, Schumacher will work with Bacardi and its portfolio
of brands to communicate a global ‘don’t drink and drive’ social responsibility
message.

As part of the marketing campaign launching early next year, Schumacher’s
image will be used across a number of different media including TV, print,
outdoor and digital.

Bacardi is a sponsor of the Ferrari F1 team, for whom Schumacher drove for
many years, having returned to the sport at the start of last year following a
lengthy absence from motor sports sponsorship.

The deal was brokered by Bacardi’s marketing communications agency 23Red.