McLaren welcomes Jack Daniel’s as a new sponsor
McLaren continues to expand its portfolio of sponsors. Next year, it will welcome the American brand Jack Daniel's.
With the emphasis placed on the United States by Liberty Media, more and more American companies are starting to invest in the sport. This is even more the case as Las Vegas is already emerging as THE new flagship destination, just like Miami has managed to create a buzz this season.
Local brands with global ambitions see a double interest in investing there. This is the case with Jack Daniel’s. While it is rooted in Tennessee, it is one of the most well-known brands on a global scale. In the past, when they had invested in motorsports, it was in Nascar, with a predominantly American audience.
This time, she wishes to do it in F1, specifically with McLaren. Zak Brown certainly used his connections across the Atlantic once again to convince the subsidiary of the Brown-Forman group to invest for several seasons.
Sophia Angelis, the marketing director of the brand, thus stated: “Entering the fast-growing world of Formula 1 with McLaren Racing is in perfect alignment with our ambition to make Jack Daniel’s the most recognized spirits brand in the world.”
Of course, if the brand states that it wants to communicate the message of moderate consumption (like all its competitors), the objective is to carry out common marketing actions, whether it be in stores or at major events. There is even a plan to have a dedicated bottle for the two partners in certain selected countries.
