With a global viewership of almost 500m viewers, Formula 1’s reach as a global sports event is undeniable and the world’s top brands come flocking to it year after year, hoping to grab a fraction of its worldwide audience. The sports sponsors helped make Formula 1 the wealthiest sport in the world, raking in over $30B in sponsorship revenue over the last 15 years. We’ll take a look at the most famous global brands that continue to support Formula 1 and help take the sport to even greater heights.
Johnnie Walker started partnering with racing and motorsports started in the 1950s, and with its partnership with McLaren Mercedes in 2005, used its sponsorship to fuel its successful responsible drinking programs and its marketing campaigns. Its Join The Pact campaign, aims to encourage Johnnie Walker drinkers to commit to never drink and drive, using F1 legend Mika Hakkinen as its Global Responsible Drinking Ambassador. As Formula 1’s official whiskey the brand has gathered 4.2M commitments from drinkers across 40 countries.