Johnnie Walker Pays $22 Million For Visor Sticker

A true story: a friend was in line at BevMo last week, and was behind someone buying massive amounts of booze. It wasn’t for a party - he had just been laid off, and was stocking up for the holidays. It’s a brutal story, but perhaps also a sign that beer and spirit makers like Diageo, the brand behind Guinness, Smirnoff, and Johnnie Walker, might be one of the few companies to be recession-proof.

Lewis Hamilton

Still, it’s a little shocking to read in the TIMES ONLINE (UK) that in a time when sports advertising and endorsement deals worldwide are being impacted, Diageo is planning on going ahead full scale with their deals in 2009. Chief among these deals is one that places the Johnnie Walker logo square on the visor of Formula One champion Lewis Hamilton. The cost? Roughly $22 million a year.

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Jim Furyk Touts Driving Accuracy With Johnny Walker Whiskey

SOMETIMES THIS BIG WORLD CAN GET US OH SO CONFUSED: SPORTS BUSINESS DAILY reports golfer Jim Furyk was on CNBC’s “Squawk Box” today to promote safe driving over the holidays on behalf of … *long pause* … Johnny Walker whiskey.

Golf Cart Filled With Booze

And he’s also got another charity promotion for the booze brand: “We’ve started a program where Johnnie Walker and I are going to donate a minimum of $25,000 to R.A.D.D. (Recording Artists, Actors & Athletes Against Drunk Driving). … If I can hit more than 81% of the fairways this year, which is the tour record, Johnnie Walker and I are going to donate $1[M] to that organization.

Jim Furyk CNBC

We get it, driving accuracy. HAR-HAR. Yeah, the sponsor link is a little questionable, but you have to understand, Mr. Furyk really needs the money.