Johnnie Walker, the world’s leading Scotch Whisky, has announced a new partnership with the Formula One group that will enhance the brand’s global positioning and significantly expand the platform for its highly successful responsible drinking initiative, Join the Pact.
The announcement of the new multi-year arrangement, which also sees Johnnie Walker become the Official Whisky of Formula 1, was made today at an event at the Conrad Centennial Hotel in Singapore by Nick Blazquez, President of Diageo in Africa and Asia, ahead of this weekend’s 2014 Formula 1 Singapore Airlines Singapore Grand Prix at the Marina Bay street circuit.
Dr Blazquez said Johnnie Walker, as a pioneering whisky brand with a progressive spirit, was the perfect whisky to partner with the world’s most progressive and technologically-advanced sport.
The new partnership greatly strengthens the historical connections that the Walker family has with the world of motorsport and Grand Prix racing which go back to the 1950s. Building on those historic links, in 2005 Johnnie Walker established a partnership with McLaren Mercedes which, over the past nine years, has enabled the brand to deliver successful marketing and responsible drinking programmes around the world.
Access to a global audience 0f 450 million
Speaking at the announcement today, Nick Blazquez said: “Becoming the Official Whisky of Formula 1 will enable Johnnie Walker to greatly extend its reach to race fans. As a result of our new arrangement, we will have access to a global television audience of more than 450 million people and a track attendance audience of around 1.5 million every year.
“Equally important, and a key reason for Johnnie Walker to become the Official Whisky of Formula 1, is the huge opportunity we have through this expanded global platform to reach even more F1 fans around the world with responsible drinking messages.
Johnnie Walker Join the Pact campaign
“We believe there is great potential in what we can achieve together. The Johnnie Walker Join the Pact campaign is a proven, powerful programme that is already driving positive change. More than 1 million people around the world have signed the Join the Pact pledge to ‘Never Drink and Drive’.
“We are therefore announcing today our intention to increase our investment behind this programme, activating it in new territories with an ambition of gaining a further five million personal commitments over the next four years.”
Pictured at the announcement of Johnnie Walker® as the Official Whisky of Formula 1 were Dr Nick Blazquez, President, Diageo Africa and Asia, with Bernie Ecclestone, Chief Executive Officer of the Formula One group
About Formula 1®
Formula 1®, which began in 1950, is the world’s most prestigious motor racing competition and is the world’s most popular annual sporting series. In 2013 it was watched by over 450 million unique television viewers from 185 territories. The 2014 FIA Formula One World Championship™ runs from March to November and spans 19 races in 19 countries across five continents. Formula One World Championship Limited is part of the Formula One group, founded by CEO Bernie Ecclestone, and holds the exclusive commercial rights to the FIA Formula One World Championship™.
For more information on Formula 1® click here