Formula 1 announces partnership deal with Heineken


Credit: Octane Photographic Ltd.

Formula 1 Management have officially announced a multi-year partnership deal with Heineken.

Their partnership will begin at this year’s Italian Grand Prix where they will become the title sponsorship for the historic event, which has been renamed as Formula 1 Gran Premio Heineken D’Italia 2016. Per season, the Dutch beer company will become title partner of three Grand Prix, with the deal running through til 2020.

Along with title sponsorships, they have been announced as the official beer partner for the Championship. Former Scottish F1 drivers David Coulthard and Sir Jackie Stewart have been named as brand ambassadors. Their partnerships stretches further from circuit branding as Heineken will promote both itself and F1 through TV commercials, digital activations and live fan experiences and events.

“Heineken is a premium international brand with a super reputation for first class marketing,” said Bernie Ecclestone, Chief Executive of the Formula 1 Group.

“I am very pleased to welcome them to the Formula 1 family and look forward to the scale and quality of their activation at and away from F1 events.

“We are both in the innovation and enjoyment business and I hope this is the start of a long and special relationship.”

Heineken have successful relationships with the UEFA Champions League and the Rugby World Cup, with Senior Director for Heineken, Gianluca di Tondo hoping to bring across this passion to F1.

“We feel hungry and thirsty for growth,” added di Tondo.

“Formula 1 is bigger than a race. It is a global event. F1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets.

“F1 delivers in three specific areas; strong commercial opportunities; expansion of our responsible drinking platform in new and innovative ways; and enabling skill transfers between F1 and our employees.

“This partnership complements our existing global platforms, enabling us to reach F1’s huge spectator numbers and 400 million unique television viewers every year.

“The hallmark of our long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise is our passion to excite our consumers. We will be bringing this passion to Formula 1.”