The Johnnie Walker brand and ‘striding man’ will appear in a prominent position on the side of the engine cover for the first time at the Turkish Grand Prix on August 21, 2005.
In addition, branding will appear on drivers’ overalls, as well as on the uniforms of team personnel, in a deal reportedly worth up to £15million a year.
Via the partnership Johnnie Walker plans to tackle the issue of responsible drinking directly. In addition to its annual sponsorship and marketing investment, the brand, which is part of the Diageo group, will spend £2million every year directly on responsible drinking programmes in Grand Prix markets.
Marketing director for Johnnie Walker, Charles Allen, said: “We will use the sponsorship to communicate individual choice and what we believe responsible drinking is really about. We will do this through advertising themed on responsible drinking which will be capable of working around the world.
“In individual markets, we will invest in locally led programmes to address the issues of greatest importance in each market. Consumer engagement at two levels – the excitement and status of Formula One and the control and judgement necessary to deliver success in this most competitive sport - is the key to Johnnie Walker’s approach.”
Allen added: “We want to explore more opportunities to engage and motivate the 25 to 35-year-old consumers who are critical to both Johnnie Walker and Formula One.”
The Diageo deal will end decades of cigarette sponsorship for McLaren, who have been funded by tobacco money since 1977.
An EU directive outlawing all event sponsorship by tobacco companies is due to come into effect from July 31.
