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Whisky Brand Johnnie Walker Announces Partnership With Formula One

Johnnie Walker announced a new partnership with the Formula One group to expand the platform for its responsible drinking initiative, Join the Pact. The announcement of the new multi-year arrangement, which also sees Johnnie Walker become the official whisky of F1, was made at an event at the Conrad Centennial Hotel in Singapore (F1). MARKETING WEEK's Lara O'Reilly wrote Johnnie Walker "has deepened its relationship with Formula 1." The new multi-year agreement "is in addition to the Diageo-owned brand’s sponsorship of the McLaren Mercedes team, a tie-up which was established in 2005 and remains unaffected by the wider deal." Johnnie Walker "has been looking to partnerships to play up the aspirational elements of the brand." In July "it partnered with men’s fashion retailer Mr Porter to create a short film starring Jude Law." It also "counts British model David Gandy as one of its brand ambassadors" (MARKETING WEEK, 9/18).

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