LONDON, England (CNN) -- In 1968 the Lotus Formula 1 team broke new ground. Rather than racing in a livery related to national flags or emblems, the team took to the circuit with cars in the color-scheme -- and wearing the logo of -- Imperial Tobacco's Gold Leaf brand. Lewis Hamilton's helmet bears the "Striding Man", symbol of Johnnie Walker for nearly 100 years Since then Formula 1 and sponsorship have walked hand-in-hand, sponsorship money being a significant -- and in many case major -- source of revenue. But what do sponsors get out of Formula 1? Johnnie Walker, a Scotch whisky brand of Diageo, is in its third season of sponsoring the McLaren Mercedes team. Ben Anderson is Johnnie Walker's Global Brand Director: "Specifically for us we're looking at doing two things. At a brand level we're trying continually to develop the equity in our brand image. And that's by getting involved with international, stylish events like Formula 1.
@highlight
Formula 1 seen as a young and dynamic sponsorship opportunity
@highlight
Global reach of the sport is seen as an advantage
@highlight
Corporate hospitality helps Johnnie Walker get closer to its customers
Key to the brand message that Johnnie Walker -- and @placeholder -- is trying to get across is responsible drinking.