Formula 1 and Heineken get into major partnership deal

Written by Dev Jaising

Heineken is all set to become a title partner of three grands prix per season till 2020. This multi-year agreement with Heineken will commence with its title sponsorship of this year’s Italian Grand Prix.

Heineken will be running a responsible drinking campaign ‘If you drive, never drink’. F1 has one of the biggest audiences in the world of motorsport and Heineken wants to use this platform to promote responsible drinking. Heineken’s logo will not feature on any F1 car and David Coulthard and Sir Jackie Stewart will serve as brand ambassadors.

Heineken will promote itself with bars and lounges to be set up at all races and by running promotional campaigns on a wide range of platforms, including TV commercials, digital activation and live fan experiences and events.

Apart from this F1 partnership, Heineken invests and sponsors heavily in the UEFA Champions League, the Rugby World Cup, and in the movie world with the James Bond films.