British Formula One team McLaren have inked a multi-year deal with Jack Daniel’s Tennessee Whiskey, which will see the latter join as an Official Partner of the team from the 2023 season onwards.
The multi-year partnership will see both brands work together towards hosting various events, media and hospitality events and also launch co-branded programmes at retail outlets. Both will also launch customised marketing and advertising campaigns which will include a special-edition bottle in select markets in 2023.
Additionally, the partnership will also have the Jack Daniel’s logo present on the nose of the McLaren cars, driver race suits and pit crew helmets.
Speaking about the deal, Zak Brown, CEO, McLaren Racing, commented:
“We are thrilled to welcome Jack Daniel’s to the McLaren F1 Team. Together we will look to reach new audiences as well as hosting a variety of events together. 2023 is an important year for McLaren as we commemorate our 60th birthday, and we are excited to celebrate with an iconic brand like Jack Daniel’s by our side.“
Sophia Angelis, SVP, Global Managing Director, Jack Daniel’s, added:
“Entering the fast-growing world of Formula 1 with McLaren Racing aligns perfectly with our vision to make Jack Daniel’s the most iconic spirits brand globally. Jack Daniel’s and McLaren Racing have always been bold, confident brands and we are excited about the platform that this partnership presents for Jack Daniel’s and McLaren to take our responsible drinking message to a new audience and engage fans all over the world.“
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