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Johnnie Walker bolsters F1 presence with Force India deal – reports

Formula One motor-racing team Force India has entered into a partnership with Diageo-owned whisky brand Johnnie Walker, according to multiple reports.

The Autosport website said the two parties have agreed a multi-year deal that will begin with the 2017 season. Johnnie Walker will reportedly receive brand exposure on Force India’s cars as part of the agreement.

Diageo has an existing relationship with Force India through its Smirnoff vodka brand. According to Autosport, Johnnie Walker’s branding will replace Smirnoff’s from next year.

Johnnie Walker already has a presence in F1, having partnered with rival team McLaren-Honda since 2005. It signed a multi-year extension with McLaren back in March ahead of the start of the 2016 season.

Autosport said Johnnie Walker is set to benefit from greater brand exposure through its partnership with Force India than it currently receives through McLaren.