JMI

Crown Royal continues its strong motorsports programming in both the NASCAR Cup Series and GRAND-AM Rolex Sports Car Series, with JMI serving as the lead agency for all its motorsports programming. The JMI-Crown Royal relationship began when NASCAR's 58-year ban on spirits sponsorship was overturned in late 2004.

Partly based on the success of Crown Royal in NASCAR, in 2006 Johnnie Walker entered into agreement with McLaren Mercedes who participate in the F.I.A. Formula One World Championship. Through a highly targeted 'hub-strategy' Johnnie Walker enjoys series related benefits through track-side signage.

Both Diageo programs integrate Social Responsibility messaging into their activation plans.

Zak Brown, Founder and CEO of Just Marketing explains the significance to both Diageo and JMI after he spear-headed the overturning of the spirits ban in NASCAR. Paul Walsh, Chairman of Diageo explains how JMI's insider knowledge, influence and relationships are invaluable to Diageo in plotting strategy in what otherwise could be a challenging environment.