I got to say I really like this move. I think it'll be good for both parties.
NEW YORK -- The Jack Daniel Distillery announced Friday it has entered into a partnership with Richard Childress Racing as the primary sponsor of the No. 07 Chevrolet Monte Carlo for the 2005 Nextel Cup Series with veteran driver Dave Blaney and crew chief Philippe Lopez.
"We are thrilled to be making this announcement and look forward to a mutually beneficial relationship with RCR," said Mike Keyes, senior vice president of Brown-Forman Beverages and global general manger for Jack Daniel's. "Richard Childress is a legend in NASCAR racing and we believe that this is the beginning of an excellent partnership. Putting together two iconic brands like Jack Daniel's and RCR opens up a wealth of opportunities and we couldn't be more excited for our consumers, fans and everyone who loves this sport."
The company applauded NASCAR's decision to allow distilled spirits sponsorships next year. Keyes noted that the company's marketing, advertising and public relations campaigns have always been grounded in responsibility and that will continue with the RCR sponsorship.
"This sponsorship makes sense from a business standpoint -- and it also makes sense from a responsibility standpoint," continued Keyes. "We will be promoting our key message -- "Pace Yourself, Drink Responsibly" -- on a recurring basis and, like everything we do, our marketing will be directed to adult audiences of legal drinking age."
Blaney, the 1995 World of Outlaws sprint car champion, is a veteran of 163 Cup Series starts since 1992. A 42-year-old Hartford, Ohio, native, Blaney began his tenure with RCR in June at Pocono, taking over the reigns of the No. 30 Chevrolet. He was instrumental in advancing the program to a new plateau and was immediately on Childress' short list to be the team's full-time pilot in 2005.
"I couldn't be more excited about representing the Jack Daniel's brand for RCR next season," Blaney said. "Promoting responsibility and moderation are hallmarks of Jack Daniel's and those are exactly the messages we want to convey -- not only to Jack Daniel's consumers but to NASCAR fans all over the world. We have a great platform in the NASCAR Nextel Cup Series to continue this very important message of responsibility. We've got a great team in place with Philippe leading the way. We're looking forward to running up front right out of the box with the No. 07 Jack Daniel's Chevrolet at Daytona in February."
Childress is a nine-time NASCAR championship team owner with more than 125 victories. RCR was the first NASCAR organization to win championships in the Cup, Busch and Truck series.
In 2005, RCR will continue to field three teams in NASCAR's top division with Blaney wheeling the No. 07 Jack Daniel's entry, Kevin Harvick driving the No. 29 GM Goodwrench Chevrolet and Jeff Burton moving to the No. 31 Cingular Wireless Monte Carlo.
"We're thrilled to enter into such a landmark agreement with Jack Daniel's," said Richard Childress, president and CEO of RCR. "The folks at Jack Daniel's have prided themselves on excellence since 1866. What's most impressive to me is that the company not only strives to put a superior product into the hands of its consumers, but they advance a positive and responsible message to the public. We're going to focus on the same goals. RCR will provide outstanding equipment on the race track and promote responsibility at the same time."
The No. 07 Jack Daniel's Chevrolet will make its debut Feb., 20, 2005, at Daytona International Speedway.