The premier motorcar racing tournament, Formula 1 has announced a partnership extension with Heineken, a Dutch brewing company.
As part of the collaboration, Heineken will continue to serve as the global partner of F1 for a further five years until 2027.
Formula 1 has today announced the extension of its Global Partnership with Heineken following seven
— F1 Media (@F1Media) May 31, 2023
years of successful collaboration between the two global brands. https://t.co/9gAEVyxCJQ pic.twitter.com/IyTY3tlkwH
Since 2016, Heineken has performed an important part in commemorating and intensifying the spectacle of Formula 1 through a variety of initiatives such as on-track activations, delivering world-class DJs at events, and improving fan experiences throughout the world.
The expanded cooperation marks the beginning of a new era in Heineken and Formula 1’s association. Both parties will focus on engaging Formula 1’s expanding fanbase in significant and creative ways, while delivering world-class entertainment moments, such as performances by Heineken’s newly announced global ambassador, the Dutch superstar DJ Martin Garrix.
As part of its sustainable drinking plan, the Dutch beer brand will leverage F1’s global platform to offer messaging about responsible consumption and market Heineken 0.0, a premium zero-alcohol product.
Heineken has been dedicated to bringing about real change in attitudes towards driving under the influence since entering the world of motorsport in 2016. The brand had unveiled its ‘When You Drive, Never Drink’ campaign, and was additionally committed to investing 10%+ of all media budgets in supporting responsible consumption programmes.
In addition to the association, Heineken will be the official title race partner for the debut 2023 Las Vegas Grand Prix, which is expected to provide the ideal blend of world-class entertainment and unique fan experiences throughout the race weekend.
Stefano Domenicali, President and CEO of Formula 1, said, “Since our partnership with Heineken began in 2016 they have been an incredible partner that has focussed on delivering world-class events for all our fans that encompass the very best of sport and entertainment, and they have become a key part of the race weekend. The work that Heineken is doing to promote responsible drinking remains as important to us as the experiences they create for our fans, old and new, and we look forward to enhancing that throughout this season and beyond.”
Dolf van den Brink, Chief Executive Officer and Chairman of the Executive Board at Heineken, said, “F1’s rapidly growing, ever-changing fanbase was one of the many reasons why we extended our partnership. This is a fantastic opportunity for us to continue delivering world-class fan experiences, while also developing our responsible consumption messages to an increasingly engaged and relevant audience. With the Heineken Silver Las Vegas race later this year set to be a highlight, 2023 is going to be the most exhilarating season yet!”