Jim Beam will end its naming rights sponsorship of Dick Johnson Racing at the end of the year

Spirit group Jim Beam has today announced that it will not be renewing its naming rights sponsorship with Dick Johnson Racing at the end of the current V8 Supercars season.

The announcement brings to an end one of the most prominent naming rights partnerships in the sport, which has been in place since the 2007 season.

Together, their partnership has seen the team win the 2010 V8 Supercars championship crown with James Courtney (pictured below), while also twice winning the ‘Best Presented Team Award’ in 2007 and 2009.


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The highlight of the DJR / Jim Beam partnership came in 2010, when James Courtney won the title.


Jim Beam currently holds naming rights sponsorship for two of the DJR stable’s four entries, placing its stickers on the #12 and #17 Ford Falcons run by Dean Fiore and Steven Johnson, respectively.

The drinks company confirmed that it would instead scale back its sponsorship of the Queensland-based team – which is itself scaling down from its current four-car structure – to that of a minor sponsor, but that it would continue to remain as the ‘Official Spirit’ partner of the V8 Supercars championship.

“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,” Steve Inch, the Oceania Managing Director for Jim Beam, said in today’s media release.

“The strength of the partnership and dedication of The Team has ensured great success on a number of different fronts,” he added.

“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.”

Jim Beam will become the third major company to quit a naming rights sponsorship deal in the championship at the end of the current season, following separate announcements from Vodafone and Trading Post that they would terminate their respective deals with Triple 8 Engineering (which will become Red Bull branded in 2013) and Ford Performance Racing, respectively.

Jim Beam’s rival drinks sponsor, Jack Daniel’s, has confirmed that it will remains as the naming rights sponsor with Kelly Racing next year as the team moves to run Nissan Altima packages.

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Richard Bailey

Founder & Chief Editor at MotorsportM8
Hasn't missed a Grand Prix since 1989. Has a soft spot for Minardi. Tattooed with 35+ Grand Prix circuits.
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