Diageo renews Johnnie Walker F1 partnership

Diageo-owned Johnnie Walker has inked a multi-year extension to its sponsorship deal with Formula 1 team McLaren-Honda.

McLaren driver Jenson Button has been involved with a number of Johnnie Walker initiatives as part of the sponsorship agreement

The blended Scotch brand has sponsored McLaren since 2005, and partnership initiatives have included the “Join the Pact” campaign to encourage people to pledge never to drink and drive. Over the past decade, more than 2.6 million people have signed the pact.

Additional campaigns include a collaboration with a master blender to create a limited edition blend with McLaren driver Jenson Button, and a “Step Inside the Circuit” video series, featuring behind-the-scenes F1 footage.

Launched last year, Johnnie Walker’s Joy Will Take You Further campaign features Button as an ambassador, alongside double McLaren world champion driver Mika Häkkinen and actor Jude Law.

Guy Escolme, Johnnie Walker global brand director, said: “I am very excited that we have renewed the partnership between Johnnie Walker and the McLaren-Honda Formula 1 team. Both Johnnie Walker and McLaren-Honda are innovative brands that embody pioneering spirit, with a mutually rich heritage and passion for quality while constantly inspiring forward progress.

“We look forward to working with the McLaren-Honda team to inspire a new generation with continued stories of progress, and celebrating every step of the journey.”

Ron Dennis, McLaren executive chairman & CEO, added: “Johnnie Walker’s renewed agreement with McLaren-Honda underlines our belief in, and commitment to, the strength and durability of long-standing commercial partnerships. A partnership that has existed for more than a decade provides each party with greater levels of strength and depth – huge positives in today’s fast-moving consumer society.

“The partnership has developed a long and dynamic list of creative initiatives, not least the admirable ‘Join The Pact’ responsible drinking campaign. Our renewed partnership will not only extend that socially responsible message, but also see the launch of a series of new and exciting concepts and ideas.

“Last but very far from least, this partnership renewal eloquently and irrefutably underlines the robust and exciting direction in which McLaren-Honda is going, with victory on track the destination.”