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16th September, 2022

Jack Daniel's and McLaren Racing announce new partnership

Jack Daniel's and McLaren Racing have announced a multi-year partnership making Jack Daniel's Tennessee Whiskey an Official Partner of the McLaren Formula 1 Team beginning in 2023.

Jack Daniel's has over 155 years of heritage in crafting whiskey and will enter Formula 1 for the first time with McLaren to evolve its global presence and reach new consumers.

"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".

Jack Daniel's branding will be featured on the nose of McLaren's 2023 F1 cars as well as on the driver's overalls and pit crew's helmets. McLaren and Jack Daniel's will host a variety of events and media and hospitality programs throughout the 2023 F1 season. The two brands will also collaborate to develop McLaren and Jack Daniel's-themed programs at retail outlets as well as create custom marketing and advertising campaigns including a special edition bottle in select markets in 2023.

"We are thrilled to welcome Jack Daniel's to the McLaren F1 Team", said Zak Brown, McLaren Racing CEO. "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 sixtieth birthday, and we are excited to celebrate with an iconic brand like Jack Daniel's by our side".



Picture credit: Wastrick, CC BY-SA 4.0 , via Wikimedia Commons









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