McLaren-Honda has extended its long-standing relationship with Johnnie Walker after signing a new 'multi-year' deal.
The scotch whiskey brand has been affiliated with McLaren since 2005, sparking the 'Join The Pact' campaign to encourage social responsibility and commit to not drinking and driving.
The deal will see the Johnnie Walker branding remain on the McLaren-Honda MP4-31.
McLaren CEO & chairman Ron Dennis is naturally delighted to extend its working partnership with Johnnie Walker and plans to work closely with the brand to strengthen its campaigns.
“Johnnie Walker's renewed agreement with McLaren-Honda underlines our belief in, and commitment to, the strength and durability of long-standing commercial partnerships,” Dennis said. “A partnership that has existed for more than a decade provides each party with greater levels of strength and depth – huge positives in today's fast-moving consumer society.
“The Johnnie Walker brand is synonymous with quality, and, like ourselves, they're not only incredibly proud of their heritage, but keen to push the limit in a hugely dynamic and constantly shifting marketplace. At McLaren-Honda, we absolutely share that ambition.
“The partnership has developed a long and dynamic list of creative initiatives, not least the admirable 'Join The Pact' responsible drinking campaign. Our renewed partnership will not only extend that socially responsible message, but also see the launch of a series of new and exciting concepts and ideas.
“Last but very far from least, this partnership renewal eloquently and irrefutably underlines the robust and exciting direction in which McLaren-Honda is going, with victory on track the destination.”
The new deal comes despite much speculation that the Diageo brand would be a new prominent sponsor for Force India as an expansion of a deal that currently sees Smirnoff as a partner.
However, with Force India owner Vijay Mallya stepping down as chairman of the United Spirits in a deal that will see him paid $75 million by Diageo, any prospective deal has been called off.