Heineken: ‘F1 is bigger than a race – it’s a global event’

Heineken to become Formula 1 global partner

By Rachel Arthur contact

- Last updated on GMT

F1 presents an opportunity for Heineken in growth markets, says the brewer. Pic:iStock.
F1 presents an opportunity for Heineken in growth markets, says the brewer. Pic:iStock.
Heineken and Formula One Management have announced that Heineken will become a Global Partner of F1, a partnership that will enable it to reach F1 spectators and 400m television viewers every year. 

The partnership will commence later this year with the re-named Formula 1 Gran Premio Heineken D'Italia 2016, in Monza, Italy, and will run for a multi-year term.

The partnership complements Heineken’s existing global platforms, such as the UEFA Champions League, Rugby World Cup and James Bond franchise.

Gianluca Di Tondo, senior director global Heineken brand, said: “Formula One 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.” 

‘If you drive, never drink’

As of the 2017 F1 season, Heineken will be the F1 Event Title Partner of three Formula 1 Grands Prix. It will also have a presence at additional F1 events.

Heineken will become the exclusive Global Beer Partner of Formula 1 and will have substantial pouring, activation and access rights across the majority of F1 Events in the FIA Formula One World Championship.

Activations will include F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale promotions. David Coulthard and Sir Jackie Stewart will be ambassadors for Heineken’s campaigns.

However, Heineken will not be visible on any F1 cars.

Heineken emphasises that a ‘clearly articulated and compelling responsibility message’ will be central to the partnership.

“The Formula 1 global platform will provide Heineken with even greater opportunities, globally and locally, to drive positive change,” ​it said. “Consumers will be left in no doubt that Heineken and Formula 1 are both clear; ‘If You Drive, Never Drink’.”

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