Schumacher extends partnership with spirits brand Bacardi

05 November 2009 | Posted in Personal Endorsement, Motorsport | By Adam Fraser

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. 

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