Whiskey brand Jack Daniel’s will exit V8 Supercars at the conclusion of the season, ending a decade long involvement as a naming rights sponsor.
The brand has been a prominent part of the category since 2006, when it joined as the primary backer of the two Perkins Engineering Holdens.
Jack Daniel’s followed the team through its switch to Kelly Racing three years later and eventually its transition into Nissan Motorsport in 2013.
It scaled back to a single car this season for Rick Kelly, ending its eight-year association with his brother Todd.
“We are sad to be concluding the naming rights partnership with Jack Daniel’s,” said Rick Kelly in a statement.
“It has been a privilege to represent their brand over the last seven years and be aligned to one of the globe’s most powerful brands.
“Jack Daniel’s were our foundation partner of the team when we launched and their support has been absolutely amazing.
“Todd and I are hugely grateful for this unwavering commitment over the last seven years and we would not be here today without them.
“The relationships formed with the Jack Daniel’s team and their customers has been special but we must make special mention of Michael McShane the Managing Director of Brown-Forman whose passion and enthusiasm for the racing program ensured its resounding success.
“Unfortunately now we must move on however with the progression of the team under the Nissan program expect that we will come out in a strong position in 2016.”
McShane praised the Kelly brothers and Nissan for their efforts.
“To work with fantastic Brand Ambassadors in Rick and Todd Kelly and their wonderful team and supported by such fine partners in Nissan Motorsport and V8 Supercars has been a real privilege,” he said.
“Over our 10 year association we have continued to build our ‘Pace Yourself. Drink Responsibility’ messaging and have been thrilled by the opportunity to connect with supporters across the country via such an iconic sport.
“While we are stepping down as a naming rights sponsor we look forward to exploring new opportunities with Nissan Motorsport in the future.”
Despite Jack Daniel’s exit, Nissan Motorsport heads towards the new year in a stronger commercial position than it faced this time 12 months ago.
The squad already has naming rights backers secured for the entries of Todd Kelly (Carsales), Michael Caruso (Nissan Nismo) and new recruit Dale Wood, who brings his own backing.
Nissan Motorsport was forced to operate event-to-event deals on its Todd Kelly and James Moffat Altimas for much of this season after Jack Daniel’s downsizing and the exit of Norton the previous year.