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Jim Beam’s F1 Partnership Highlights How Bourbon Can Go Global

Carlos Sotelo Formula One represents the pinnacle of worldwide racing, and that means its partner brands reach a fanbase like no other. To understand the present-day symbiosis between sports and strategic partners, it’s worth looking at the history. Modern sports sponsorships trace back to the late 1800s when tobacco companies would insert proto-playing cards into cigarette packages. Today, a sporting event would be almost unrecognizable without the litany of sponsored placements flashing before millions of eyes and supporting entire interconnected industries. The sponsors benefit from e...