The McLaren Formula 1 team has signed a new sponsor in the form of Whiskey brand Jack Daniel’s, which will become an official partner for the 2023 season.
The alcohol brand, which is one of the best-selling whiskey’s in the world, will see its name adorn McLaren’s ’23 F1 car as part of a multi-year sponsorship agreement.
Jack Daniel’s has never been involved in F1 and the deal hints at F1’s improving popularity in the United States, which sees the country host three races next year; Miami, Las Vegas and Austin, Texas.
The team says the deal will help Jack Daniel’s to “evolve its global presence and reach new consumers.” With the two brands set to “host a variety of events and media and hospitality programs throughout the 2023 F1 season.”
Jack Daniel’s branding will feature on the nose of McLaren cars as well as on the driver’s overalls and pit crew helmets.
“We are thrilled to welcome Jack Daniel’s to the McLaren F1 Team,” said team boss Zak Brown. “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.”
Sophia Angelis, SVP, Global Managing Director, Jack Daniel’s added: “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.
“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.”
Yet another classy new McLaren sponsor added to the long list of $1 deals via “sponsorship guru” Brown the Clown to plaster over their pumpkin monstrosities. Who remembers the days when McLaren had iconic liveries with only a handful of (mostly) luxury brands worth nearly a half-billion per year, that were subtlety placed throughout the bodywork? I’d suggest that McLaren just become a NASCAR team, but they are now too tacky even for that.