Heineken signs multi-year F1 deal

Date published: June 9 2016

Heineken have entered Formula 1, signing on as a global partner with the deal beginning at this year’s newly renamed Formula 1 Gran Premio Heineken D’Italia.

For months now the Dutch brewery giant has been linked to Formula 1 with the official announcement made in Montreal on Thursday.

As of 2017, Heineken will be the title sponsor of three grands prix while also having a significant presence at several additional race weekends.

Heineken will also be the exclusive global beer partner of Formula 1 with substantial pouring, activation and access rights across the majority of the races.

Gianluca Di Tondo, Senior Director Global Heineken Brand at Heineken, 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.”

F1 supremo Bernie Ecclestone added: “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.

“We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship. When I have a beer, I have always been happy with a Heineken.”