After a successful six year naming rights partnership with Australia’s most iconic V8 Supercars team, Dick Johnson Racing, Jim Beam announced they would not be renewing the naming rights partnership in 2013.
Despite Beam’s intentions not to continue as naming rights sponsor, Beam and Dick Johnson Racing are eager to continue their successful partnership with a low level sponsorship arrangement next year.
Jim Beam partnered with Australian motorsport in 2007 through a naming-rights sponsorship of Dick Johnson Racing, and an Official Spirit partnership with V8 Supercars Australia. The partnership proved extremely successful in aligning Jim Beam with racing legend Dick Johnson, creating an emotional connection with fans, and associating Dick Johnson Racing with Australia’s No. 1 spirit brand.
Throughout the partnership Beam and Dick Johnson Racing have shared many memorable moments. A podium finish for Steve Johnson and Will Davison at the historic Bathurst 1000 in 2007, several ‘Best Presented Team’ awards and the ultimate highlight in 2010, when James Courtney became the V8 Supercars Champion.
Since the start of the partnership Jim Beam’s activations have set new benchmarks throughout the sport and delivered great results for the brand. Beam worked with Dick Johnson Racing to launch several new products into the market, execute consumer promotions and gain mass awareness of their bourbon portfolio – including Jim Beam & Zero Sugar Cola (2007), Jim Beam Black & Jim Beam Bonded (2011), Jim Beam Honey & Jim Beam Devils Cut (2012).
Jim Beam will continue to support Australian motorsport through its Official Spirit partnership with V8 Supercars and will focus their marketing on leveraging the association both at the track and off the track.
Steve Inch, Beam Managing Director - Oceania, commented “Jim Beam has enjoyed a close partnership with Dick Johnson Racing for the past six years, one that has meant a lot to our business and our brand. The strength of the partnership and dedication of The Team has ensured great success on a number of different fronts.
“With the introduction of V8 Supercars ‘Car of the Future’ and Beam’s strategic direction, we have decided to shift our focus and invest in engaging all motorsport fans through our Official Spirit partnership with V8 Supercars,” said Inch.
Team Owner, Dick Johnson, commented: “Jim Beam has been an invaluable partner providing us with great support over the last six years, and we couldn’t have had the successes we’ve had without them.
“We thank them for their support and look forward to welcoming a new naming rights partner for 2013,” Mr Johnson added.
Despite Beam’s intentions not to continue as naming rights sponsor, Beam and Dick Johnson Racing are eager to continue their successful partnership with a low level sponsorship arrangement next year.
Jim Beam partnered with Australian motorsport in 2007 through a naming-rights sponsorship of Dick Johnson Racing, and an Official Spirit partnership with V8 Supercars Australia. The partnership proved extremely successful in aligning Jim Beam with racing legend Dick Johnson, creating an emotional connection with fans, and associating Dick Johnson Racing with Australia’s No. 1 spirit brand.
Throughout the partnership Beam and Dick Johnson Racing have shared many memorable moments. A podium finish for Steve Johnson and Will Davison at the historic Bathurst 1000 in 2007, several ‘Best Presented Team’ awards and the ultimate highlight in 2010, when James Courtney became the V8 Supercars Champion.
Since the start of the partnership Jim Beam’s activations have set new benchmarks throughout the sport and delivered great results for the brand. Beam worked with Dick Johnson Racing to launch several new products into the market, execute consumer promotions and gain mass awareness of their bourbon portfolio – including Jim Beam & Zero Sugar Cola (2007), Jim Beam Black & Jim Beam Bonded (2011), Jim Beam Honey & Jim Beam Devils Cut (2012).
Jim Beam will continue to support Australian motorsport through its Official Spirit partnership with V8 Supercars and will focus their marketing on leveraging the association both at the track and off the track.
Steve Inch, Beam Managing Director - Oceania, commented “Jim Beam has enjoyed a close partnership with Dick Johnson Racing for the past six years, one that has meant a lot to our business and our brand. The strength of the partnership and dedication of The Team has ensured great success on a number of different fronts.
“With the introduction of V8 Supercars ‘Car of the Future’ and Beam’s strategic direction, we have decided to shift our focus and invest in engaging all motorsport fans through our Official Spirit partnership with V8 Supercars,” said Inch.
Team Owner, Dick Johnson, commented: “Jim Beam has been an invaluable partner providing us with great support over the last six years, and we couldn’t have had the successes we’ve had without them.
“We thank them for their support and look forward to welcoming a new naming rights partner for 2013,” Mr Johnson added.