The Formula 1 team, McLaren Racing has announced a new multi-year sponsorship association with Jack Daniel’s Tennessee Whiskey. Following this partnership, the whiskey brand will become the official partner of the McLaren team from the 2023 season onwards.
Jack Daniel’s has a 155-year history of crafting whiskey and will make its Formula 1 debut with McLaren to expand its global footprint and reach new buyers.
Throughout the 2023 Formula 1 season, McLaren and Jack Daniel’s will organize a range of events, media and hospitality programmes. The two companies will also work together to create McLaren and Jack Daniel’s-themed retail programmes. McLaren and Jack Daniel’s will offer customized marketing and promotional campaigns in test cities in 2023 which will also include a special edition bottle.
Furthermore, McLaren’s 2023 F1 cars will have Jack Daniel’s brand image on the nose, along with the driver’s overalls and pit crew helmets as part of the agreement.
Zak Brown, the CEO, of McLaren Racing, said, “We are thrilled to welcome Jack Daniel’s to the McLaren F1 Team. Together we will look to reach new audiences as well as host 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, commented, “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.”