McLaren Racing and Jack Daniels announce partnership

McLaren Racing today announced a new multi-year partnership with Jack Daniel’s Tennessee Whiskey as an Official Partner of the McLaren Formula 1 Team from 2023. 

Jack Daniel’s has over 155 years of heritage in crafting whiskey and will enter Formula 1 for the first time with McLaren to evolve its global presence and reach new consumers. 

McLaren and Jack Daniel’s will host a variety of events and media and hospitality programs throughout the 2023 F1 season. The two brands will also collaborate to develop McLaren and Jack Daniel’s-themed programmes at retail outlets. 

McLaren and Jack Daniel’s will create custom marketing and advertising campaigns including a special edition bottle in select markets in 2023.

Jack Daniel’s branding will feature on the nose of McLaren’s 2023 F1 cars as well as on the driver’s overalls and pit crew helmets. 

Zak Brown, CEO, McLaren Racing:  “We are thrilled to welcome Jack Daniel’s to the McLaren F1 Team. 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.”

Sophia Angelis, SVP, Global Managing Director, Jack Daniel’s: “Entering the fast-growing world of Formula 1 with McLaren Racing aligns perfectly with our vision to make Jack Daniel’s the most iconic spirits brand globally.  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.”