Diageo happy with McLaren sponsor deal

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GMM November 30th, 2008 GMM

By GMM Author November 30th, 2008

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December 31st, 1969 Dec.1 (GMM) Multinational drinks company Diageo has no plans to sever its ties with the top formula one team McLaren. To advertise its Scotch whisky brand Johnnie Walker, Diageo commenced a reportedly $23 million per year sponsorship deal with the Mercedes-powered team in 2005. Diageo's chief executive Paul Walsh insists the deal is worth it. "It is a lot of money but you have 400m people watching a two-hour grand prix and all the other races around the world, it's a great opportunity to promote the brand to the right demographic," he told The Times. "And, of course, it's now part of the championship-winning team, and that's worth a lot in itself," Walsh added.

Dec.1 (GMM) Multinational drinks company Diageo has no plans to sever its ties with the top formula one team McLaren.

To advertise its Scotch whisky brand Johnnie Walker, Diageo commenced a reportedly $23 million per year sponsorship deal with the Mercedes-powered team in 2005.

Diageo's chief executive Paul Walsh insists the deal is worth it.

"It is a lot of money but you have 400m people watching a two-hour grand prix and all the other races around the world, it's a great opportunity to promote the brand to the right demographic," he told The Times.

"And, of course, it's now part of the championship-winning team, and that's worth a lot in itself," Walsh added.

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Posted in: Formula One