Schumacher joins Bacardi

Bacardi has announced that Michael Schumacher is to become Bacardi’s Global Social Responsibility Ambassador, starting in January 2008, Michael Schumacher will work with Bacardi and its portfolio of brands to communicate a global “Don’t drink and drive” message.

“Michael is the most famous and successful driver in the world and we could not ask for a better ambassador," said Andreas Gembler, president and chief executive of Bacardi. "We are confident that he will be able to communicate the “don’t drink drive message” to a huge global audience. We look forward to sharing our plans publicly next year."

Bacardi has been a Ferrari sponsor since the start of 2006 with its Martini & Rossi brand and may have come up with the idea having seen the success of Johnnie Walker's similar programmes with Mika Hakkinen.

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