Johnnie Walker becomes official whisky of F1

Scotch whisky brand Johnnie Walker has become the “official whisky” of Formula One after signing a multi-year deal with the group.

Johnnie Walker has signed a multi-year deal to become the Official Whisky of Formula One

The partnership, announced today, was made in time for the 2014 Formula One Singapore Airlines Singapore Grand Prix scheduled to take place this weekend (20-21 September).

It will provide the brand with access to a global television audience of more than 450 million people and a track attendance audience of approximately 1.5 million each year, which will also be used to promote Johnnie Walker’s responsible drinking messages.

“A key reason for Johnnie Walker to become the official whisky of Formula One, is the huge opportunity we have through this expanded global platform to reach even more F1 fans around the world with responsible drinking messages,” said Nick Blazquez, president of Diageo in Africa and Asia. “More than 1 million people around the world have signed the Join the Pact pledge to ‘Never Drink and Drive’.

“We are therefore announcing today our intention to increase our investment behind this programme, activating it in new territories with an ambition of gaining a further five million personal commitments over the next four years.”

The Walker family’s connection to motorsport and Grand Prix racing dates back to the 1950s when the late Rob Walker – the great-great-grandson of John Walker who established the whisky business in 1820 – founded his own private racing team.

It went on to become the first private racing team to win an FIA Formula One World Championship qualifying Grand Prix with Sir Stirling Moss in Argentina in 1958.

More recently in 2005, Johnnie Walker forged a deal with McLaren Mercedes, which it has also used to promote its responsible drinking programmes globally.

“This is an exciting sponsorship for Formula One,” commented Bernie Ecclestone, chief executive officer of the Formula One group. “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.”