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Marketing and Sponsorship

McLaren Loses $253 Million Whisky Deal To Formula One CEO Bernie Ecclestone

McLaren "suffered a crippling" £155M ($253M) sponsorship blow, according to Byron Young of the London DAILY MIRROR. F1 CEO Bernie Ecclestone "walked away with the massive Johnnie Walker deal" it had hoped to land. The former champions "had been searching for a new title sponsor for over 18 months to replace Vodafone." Instead of expanding its McLaren backing, Johnnie Walker owner Diageo "decided to become the sport’s official whisky" (DAILY MIRROR, 9/21). McLaren issued a statement saying that Johnnie Walker "remains an important and valued sponsor of McLaren" and the whisky brand "will be one of the sponsor logos on our 2015 car" (McLaren).

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