News

US: Brown-Forman to end Jack Daniels NASCAR sponsorship

Most popular

CSR activity around the world - Jan

The just-drinks analyst returns

Will 2020 see Campari Group back on the M&A hunt?

What's coming up in beer in 2020? - Predictions

just-drinks speaks to DISCUS CEO Chris Swonger - 2

MORE

Brown-Forman is to end its Jack Daniel's NASCAR sponsorship of Richard Childress Racing's No. 07 team.

A change in Brown-Forman's spending priorities led to the decision to conclude the sponsorship that began in 2005, the company said yesterday (21 September). The partnership will, however, continue for the remainder of the 2009 racing season.

"Jack Daniel's has enjoyed a good five-year run with Richard Childress Racing (RCR) and NASCAR, and we are pleased with the overall performance of our sponsorship programme," said Tim Rutledge, vice president and brand director for Jack Daniel's. "While it is difficult for us to end our formal relationship with RCR, the current economic environment has compelled us to re-evaluate our spending and we've concluded that other areas in the marketing mix require additional investment."

Brown-Forman, Jack Daniel's, and RCR communicated a responsible drinking message throughout its NASCAR sponsorship, with the message: 'Pace Yourself, Drink Responsibly", featured in all NASCAR promotional materials, including on the race car itself.

"Being flexible with our strategic investments has been a consistent theme for us at Brown-Forman and I support the decision to move from sponsoring NASCAR to investments in other areas," said Paul Varga, CEO of Brown-Forman. "Richard Childress has been a great partner and this decision simply reflects a change in our investment mix, and not any dissatisfaction with RCR or NASCAR."

Earlier this month Brown-Forman posted a strong rise in profits for its first fiscal quarter, despite a slip in sales for the period.


Sectors: Spirits

Companies: Brown-Forman

Related Content

Can Brown-Forman ride Jack Daniel's brand equity with Tennessee Apple? - Editor's Viewpoint

Can Brown-Forman ride Jack Daniel's brand equity with Tennessee Apple? - Editor's Viewpoint...

Why a poor first-quarter won't cause sleepless nights for Brown-Forman - Analysis

Why a poor first-quarter won't cause sleepless nights for Brown-Forman - Analysis...

Brown-Forman eyes bigger bite of flavoured whiskies with Tennessee Apple launch

Brown-Forman eyes bigger bite of flavoured whiskies with Tennessee Apple launch ...

How did Brown-Forman perform in fiscal-2019? - results data

How did Brown-Forman perform in fiscal-2019? - results data...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?