Pitpass reports that "The iconic Johnny Walker Striding Man and Johnnie Walker wording will appear on the air intake of Kimi Raikkonen and Juan Pablo Montoya's Team McLaren Mercedes MP4-20s as well as on the drivers' overalls and team's race suits."
I watched the entire race, both Kimi and JPM got lots of screen time (after all, Kimi won the race!) and the Striding Man got none. I'm sure he was there but not prominent enough to make me walk over to the liquor locker for a waker upper. I saw over and over the Marlboro on Michael's wing and even though both Red Bull cars retired on the first lap, I know full well that Red Bull was racing. Being a minor sponsor gets you less exposure for your money than you could get in some other form of advertising and being a major sponsor likely gets you more than you pay for.
The August Road and Track had a two page head-on shot of a GP start -- the kind of collateral exposure that sponsors count on. The only ones that got mileage, however, were Honda, Telefonica, Invent (HP) and Panasonic because they are major sponsors and major sponsors own the rear wings.
Glad to see a new F1 supporter. I hope it works out for them -- 'cause if it works for them, it works for us.