Jim Beam has significantly increased its association with the V8 Supercar Championship Series and extended its sponsorship of the sport for a further three years.
The deal will make Jim Beam the official spirit of V8 Supercars Australia and is one of six new ‘super deals’ negotiated in recent weeks, with a combined value of $30 million.
“The business of V8 Supercars Australia is in terrific shape and Jim Beam clearly recognise this,” said V8 Supercars Australia chairman, Tony Cochrane.
“We will reward them with the mass brand recognition they expect by way of a huge following and massive television footprint in Australia, New Zealand and the world.”
Jim Beam sponsorship and events manager, Kel Constantine, said V8 supercars were an important platform to continue the brand’s ‘Where do you Draw the Line?’ campaign.
The campaign focuses on the importance of knowing one’s limits in relation to the consumption of alcohol. Unlike many Government-funded campaigns, it does not tell consumers what to do but rather asks them questions that provide them with the motivation to take responsibility for their actions.
Jim Beam will also continue as the major backer of the Dick Johnson Racing stable Jim Beam Racing.