Former F1 Driver Mika Häkkinen Extends Johnnie Walker Endorsement

September 12, 2012

Johnnie Walker has announced today the continued relationship with Mika Häkkinen in his role as Global Responsible Drinking Ambassador for its Formula One sponsorship programme.

Mika has signed an extension to his multi-year deal, medstore which makes him the sport’s longest serving responsible drinking ambassador. 

Since 2005, Johnnie Walker has used its sponsorship of the Vodafone McLaren Mercedes Formula One team as a platform to promote responsible drinking. Mika, two-time Formula 1 World Champion, joined the programme in November 2006 and has played a significant role in raising awareness of the importance of not drinking and driving and always staying in control.

For the past six years Mika has travelled to over 30 countries, including recent visits to key markets such as the Philippines and Malaysia, spreading the important message of responsible drinking, engaging with stakeholders, government officials, media and consumers.

He has also led the Join the Pact campaign, which to date has gathered nearly one million signatures of consumer commitments to never drink and drive. Johnnie Walker is excited that Mika will continue to support fresh initiatives through a variety of channels, aimed to create further impact in delivering important messages.  

CEO, Diageo, Paul Walsh said: Our continued relationship with double F1 World Champion, Mika Häkkinen, demonstrates our commitment to promoting responsible drinking which is an integral part of the Johnnie Walker sponsorship of Vodafone McLaren Mercedes. I’m very proud of what the F1 programme has achieved so far in this area and firmly believe we can continue to make a positive contribution to people’s lives through this activity.

Global Brand Director for Johnnie Walker, Gavin Pike, said: “We are very excited to extend our partnership with Mika Häkkinen, who has shown a fervent passion for raising awareness of responsible drinking with consumers the world over. We truly believe that delivering these messages through Formula One and its role models, such as Lewis Hamilton, Jenson Button and Mika can have a significant impact.”

Mika Häkkinen, commented: “I am delighted to continue my role as the Johnnie Walker Global Responsible Drinking Ambassador. We can never be complacent about this issue and I am very much looking forward to spreading the word even further with Johnnie Walker. If I can use the public profile I have gained through F1 to change attitudes and save lives, then we are making a big difference.”