The Dutch beer brand, Heineken has been announced as the title sponsor of the Formula 1 Australian Grand Prix. The race will take place at the Albert Park Grand Prix circuit from April 7, 2022. It will be the first race in Australia since 2019, following the cancellation of the 2020 and 2021 races due to the Covid-19 pandemic.
Heineken has replaced Rolex as the event’s title sponsor, which had been in place since 2013.
The event’s official name will be the Formula 1 Heineken Australian Grand Prix 2022, and it will join Heineken’s existing title sponsorships of races in the Netherlands, Mexico and Brazil.
Australian Grand Prix Corporation CEO, Andrew Westacott, said, “We’re thrilled that Heineken is the Title Partner of the Formula 1 Heineken Australian Grand Prix in 2022. Heineken is synonymous with F1, and this collaboration will create some exciting opportunities at this year’s event– fans are in for a real treat.
“The Formula 1 Heineken Australian Grand Prix is a unique opportunity for those to experience the excitement of the international sport. It’s a chance to get up close and personal with the world’s best drivers, celebrities and top-shelf brands – as the globe’s most premium beer brand, Heineken is the perfect fit.”
Heineken will use the race to promote their ‘When You Drive, Never Drink‘ campaign, with Heineken 0.0 trackside branding visible throughout the circuit, in addition to other fan activations.
Heineken country manager (Australia), Willemijn Sneep, commented, “After a challenging couple of years for our industry in Australia, Heineken is very excited to be welcoming the F1 back to Melbourne for what promises to be an exceptional weekend of racing and events.
“The Heineken experience will be bigger and better than ever, and we are looking forward to creating many memorable moments and elevated activations for visitors from across Australia and the world both on and off track.”
The Australian Grand Prix has traditionally been one of the most popular races on the Formula 1 calendar, with 900,000 spectators attending the last three races at Albert Park.