The McLaren System 1 group has signed a brand new sponsor within the type of Whiskey model Jack Daniel’s, which is able to turn into an official associate for the 2023 season.
The alcohol model, which is among the best-selling whiskey’s on the planet, will see its identify adorn McLaren’s ’23 F1 automotive as a part of a multi-year sponsorship settlement.
Jack Daniel’s has by no means been concerned in F1 and the deal hints at F1’s enhancing reputation in america, which sees the nation host three races subsequent 12 months; Miami, Las Vegas and Austin, Texas.
The group says the deal will assist Jack Daniel’s to “evolve its international presence and attain new customers.” With the 2 manufacturers set to “host quite a lot of occasions and media and hospitality packages all through the 2023 F1 season.”
Jack Daniel’s branding will characteristic on the nostril of McLaren vehicles in addition to on the motive force’s overalls and pit crew helmets.
“We’re thrilled to welcome Jack Daniel’s to the McLaren F1 Staff,” mentioned group boss Zak Brown. “Collectively we are going to look to achieve new audiences in addition to internet hosting quite a lot of occasions collectively. 2023 is a crucial 12 months for McLaren as we commemorate our sixtieth birthday, and we’re excited to have a good time with an iconic model like Jack Daniel’s by our facet.”
Sophia Angelis, SVP, World Managing Director, Jack Daniel’s added: “Coming into the fast-growing world of System 1 with McLaren Racing aligns completely with our imaginative and prescient to make Jack Daniel’s essentially the most iconic spirits model globally.
“Jack Daniel’s and McLaren Racing have all the time been daring, assured manufacturers and we’re excited in regards to the platform that this partnership presents for Jack Daniel’s and McLaren to take our accountable ingesting message to a brand new viewers and have interaction followers everywhere in the world.”