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STAMFORD, Conn., Feb. 22 (UPI) -- Diageo Brands says it has signed a $28.6 million dollar deal to put its Johnnie Walker whisky logo on the car of the McLaren Formula One racing team.
Diageo is a Stamford, Conn., drinks company that owns several spirits, wine and beer brands, including Baileys, Guinness, J&B and Smirnoff.
The Johnnie Walker logo will grace the McLaren car starting with the Aug. 21 Turkish Grand Prix.
Diageo will pay up to $28.65 million to have its brand on the car. It will also spend $3.82 million every year directly on responsible drinking programs in Grand Prix markets.
"We will use the sponsorship to communicate individual choice and what we believe responsible drinking is really about," said Charles Allen, the firm's marketing director for Johnnie Walker.
"We want to explore more opportunities to engage and motivate the 25- to 35-year-old consumers who are critical to both Johnnie Walker and Formula 1," he added.
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