McLaren F1 and Jack Daniel link up for 2023 season

Whiskey gains branding on cars, race suits and pit crew helmets.

The McLaren Formula One team have announced a multi-year partnership with whiskey label Jack Daniel's that kicks in for the start of the 2023 season.

Jack Daniel's branding will feature on the nose of McLaren's cars next season, as well as on the driver's overalls and pit crew helmets. The two parties will also host a variety of in-person events and hospitality programmes throughout the 2023 Formula One campaign, as well as activations at Jack Daniel's retail outlets.

Among the custom marketing and advertising campaigns will be a special edition bottle in select markets, slated for 2023.

“We are thrilled to welcome Jack Daniel’s to the McLaren Formula One team,” said Zak Brown, McLaren Racing chief executive.

“Together we will look to reach new audiences as well as hosting a variety of events together. 2023 is an important year for McLaren as we commemorate our 60th birthday, and we are excited to celebrate with an iconic brand like Jack Daniel’s by our side.”

“Entering the fast-growing world of Formula One with McLaren Racing aligns perfectly with our vision to make Jack Daniel’s the most iconic spirits brand globally,” said Sophia Angelis, senior vice president and global managing director for Jack Daniel's.

“Jack Daniel’s and McLaren Racing have always been bold, confident brands and we are excited about the platform that this partnership presents for Jack Daniel's and McLaren to take our responsible drinking message to a new audience and engage fans all over the world.”

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