Drinks companies are continuing to sponsor motorsport, despite the threat of a ban and Allied Domecq’s decision to pull out of any involvement with the sport.
Red Square Reloaded has signed a deal to sponsor British Formula Three Championship team Raikkonen-Robertson and its driver, Dan Clarke. It comes as the future of alcohol sponsorship of sport is under question after an EU ban on tobacco sports sponsorship in August.
Diageo has struck a three-year deal for its Johnnie Walker brand to sponsor Formula 1 racing team McLaren, but Allied Domecq is refraining from sports sponsorship altogether. (The Grocer, June 25, p70).
Richard Clark, marketing controller for Red Square Reloaded, said: “This will be a great way to reach our target audience and have some fun with our brand at the same time.”