Jim Beam has signed on as the Official Dark Spirits Partner of the Virgin Australia Supercars Championship.
As part of a two-year deal, Beam Suntory will activate destination bars at all major Supercars events, kicking off at this week’s Superloop Adelaide 500.
Jim Beam and Canadian Club beverages will be available from public bars at events as part of the deal.
Jim Beam’s famous colours were etched into Supercars history when James Courtney claimed the 2010 Driver’s Championship. Jim Beam has been a long-time supporter of Supercars with a previous 10-year partnership which helped to support Australia’s leading motorsport category between 2005-2015.
Trent Chapman, Marketing Director Oceania, from Beam Suntory said: “We are upping our focus on cultural phenomena such as sport, music, food and drink therefore we’re thrilled to be the Official Dark Spirits Partner of Supercars.
“The new partnership will provide the company with great exposure at Supercars events, which are some of the biggest and most iconic on the national sporting calendar.
“It will be great to see our beverages enjoyed responsibly by fans across the country as we continue to embed them as part of the Australian lifestyle.”
Supercars General Manager Commercial Jamie Black says it’s great to have Jim Beam back as the exclusive Dark Spirits partner.
“Jim Beam has a strong history in Supercars, including a 10-year partnership which provided a Championship and great exposure for the iconic brand,” Black said.
“It’s great to have such a powerful brand re-join our increasingly growing sport as the Official Dark Spirits Partner.
“This year with so much interest in the new-look Ford Mustang, a new Champion and new look events we are expecting another big year, which is great news for our fans and partners with offerings such as Beam Suntory.”
The 2019 Virgin Australia Supercars Championship kicks off on the streets of Adelaide, South Australia, at the Superloop 500, February 28 – March 3.
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