Seven-time Formula one world champion Michael Schumacher will continue to act as an ambsassador for spirits brand Bacardi, having signed a partnership until 2011.

As part of the deal, Schumacher will continue as the Bacardi Limited Global Social Responsibility Ambassador, encouraging people not to drink and drive. Bacardi has launched a new viral video starring Schumacher, which debuted at the Race of Champions in Beijing's Bird's Nest Stadium this week, in front of 70,000 fans.

Schumacher has represented Bacardi since 2008. The 'Champions Drink Responsibly' campaign has been activated in more than 40 countries in that time. The value of the deal was not released, but industry sourced estimated it would be worth some US$1.5 million a year to the former champion. 

• Blow for Formula One as Schumacher cancels comeback

Earlier this year, Schumacher was forced to call off plans for a return to the sport in the aftermath of Felipe Massa's season-ending injury, after the German failed a medical examination. But he remains perhaps the most famous name in motorsport.