Heineken to Sponsor Formula 1 Racing
Heineken agreed to become a Global Partner of Formula 1 beginning at the newly renamed Formula 1 Gran Premio Heineken D’Italia 2016, in Monza, and run for a multi-year term.
From the 2017 F1 season onwards, Heineken will be the F1 Event Title Partner of three Formula 1 Grands Prix (GP). It will also have a significant presence at several additional F1 Events chosen by Heineken and Formula One Management. Heineken will be the exclusive Global Beer Partner of Formula 1 and will also have substantial pouring, activation and access rights across the majority of F1 Events in the FIA Formula One World Championship. Heineken will not be visible on any F1® cars.
Heineken will create fully integrated global F1® ‘Open your World’ manifesto and “If You Drive, Never Drink” campaigns. Activations will include F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations. David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.