Formula E, the most anticipated single-seater motorsport championship for electric cars, has announced that Heineken will be title sponsoring the London ePrix that is scheduled to be held on July 24. Along with the deal, Heineken will also launch a go green initiative across the weekend to promote sustainability in motorsport.
The announcement of Heineken sponsoring the race came about the same time when Formula E announced their calendar for the upcoming 2021-22 season, the deal will see Heineken expand their global outreach with digital advertising throughout the racing course, trackside branding and live fan experiences.
The race will be organised at the Excel Centre in London and will be the first-ever race to have indoor and outdoor circuits combined into one. The Excel centre which was used as a hospital during the Covid-19 outbreak in London sees itself fulfil its motive and will be hosting an ePrix race for the first time in five years in the UK capital.
Heineken made a deal to sponsor the Formula E back in October 2018, which saw them become the official beer and cider partner of the electric street racing series, also promoting an anti-drink initiative while driving.
The races will be streamed on the BBC OTT platform and will be held in two 45 minute time laps, the reports in autosport also suggest that China will also be returning to the sports circuit if the exemptions agreements are settled during the Covid-19 pandemic.