Nick Blazquez, President of Diageo in Africa and Asia with Bernie Ecclestone and Mika Hakkinen Scotch whisky brand Johnnie Walker has entered into a multi-year partnership with the Formula 1. Under the deal, the Diageo-owned brand will become the official whisky of Formula One. Johnnie Walker will also use the partnership to promote and expand its ‘Join the Pact’ campaign, which encourages people not to drink and drive. Nick Blazquez, president of Diageo in Africa and Asia, said: “Becoming the official whisky of Formula One will enable Johnnie Walker to greatly extend its reach to race fans. As a result of our new arrangement, we will have access to a global television audience of...
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