Jack Daniel's has entered a multi-year partnership with McLaren Racing, according to a press release.
“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,” said Sophia Angelis, Jack Daniel’s SVP, global managing director. “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.”
Starting in 2023, the 155-year whiskey-producing veteran will become an official partner of the McLaren Formula 1 Team in its pursuit of global expansion.
The brand is set to be promoted on McLaren’s 2023 F1 cars, as well as driver equipment, such as overalls and pit crew’s helmets.
McLaren and Jack Daniel's also plan to host several events and media and hospitality programs, as well as marketing and ad campaigns throughout the season.
“We are thrilled to welcome Jack Daniel’s to the McLaren F1 Team,” Zak Brown, McLaren Racing CEO, said. “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.”