Heineken Partners with Formula 1

Heineken has announced that it has become a Global Beer Partner of Formula 1, giving the brand exclusive rights across the majority of F1 events in the FIA Formula One World Championship. Heineken said F1 campaigns 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.

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. 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 One.”

Bernie Ecclestone, Formula One group chief executive said: “Heineken is a premium international brand with a super reputation for first class marketing. I am very pleased to welcome them to the Formula One family and look forward to the scale and quality of their activation at and away from F1 Events.