Brown-Forman has secured ‘official partner’ status for its flagship Jack Daniel’s American whiskey brand with the McLaren Formula 1 team.
The “multi-year” tie-up, for an undisclosed sum, will see the brand’s logo displayed on the cars’ noses as well as on drivers’ overalls and the pit crew’s helmets. The sponsorship takes effect from the start of next season, which is expected to kick off in Bahrain on 5 March.
As well as themed events around the races themselves, the two companies “will also collaborate to develop McLaren and Jack Daniel’s-themed programmes at retail outlets as well as create custom marketing and advertising campaigns including a special edition bottle in select markets in 2023”.
McLaren currently lies fifth in this season’s constructor standings with six races to go. The team’s two drivers, Lando Norris and Daniel Ricciardo, are seventh and 14th, respectively, in the drivers’ championship.
Earlier this month, Brown Forman reported a 17% year-on-year increase in sales from the three months to the end of July. Jack Daniel’s brought in a 21% jump in its quarterly sales for the period.
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