One of the world’s much-awaited Formula 1 races, next year’s clash in Las Vegas, has inked a new sponsorship agreement with beer brand, Heineken. With this deal, the brand has been labelled as the title sponsor of the race which will eventually be called ‘Formula 1 Heineken Silver Las Vegas Grand Prix 2023.”
On November 18, 2023, the event will be the first Saturday F1 race, taking place late at night on an incredible street course.
As a Formula 1 global partner, Heineken has a long history of commemorating and expanding some of the sport’s most significant global moments. This trinity of F1, Las Vegas, and Heineken is ideal for international fun and extraordinary fan experiences.
The announcement comes just one day prior to the Las Vegas Grand Prix’s Launch Party, which will include a live car operation on the Las Vegas Strip with drivers from Oracle Red Bull Racing and Mercedes-AMG Petronas F1 Team, in addition to a public fan area with activations like the Pit Stop Challenge, Esports Simulators, car and trophy photo opportunities, and more – all in celebration of the countdown to the Formula 1 Heineken Silver Las Vegas Grand Prix 2023.
Heineken has been dedicated to genuine shifts in perceptions toward drunk driving since joining motorsport in 2016, and they re-launched the ‘When You Drive, Never Drink’ campaign in May. Heineken has always promoted responsible consumption, and worldwide motorsport alliances are now supplying an excellent framework to decriminalise responsible drinking. Furthermore, Heineken has committed to investing 10% or more of its total media budget to help of these programmes.
Stefano Domenicali, President & CEO, Formula 1, said, “We can’t wait to see the spectacle at the Las Vegas Grand Prix next November and adding Heineken Silver as the title sponsor for the race takes it to the next level. Heineken has become a huge part of the F1 family, providing exciting and engaging entertainment opportunities for our global fanbase, both at track and at home, and we can’t wait to see what they bring to the iconic Las Vegas Strip.”
Renee Wilm, CEO, Formula 1 Heineken Silver Las Vegas Grand Prix, said, “We are thrilled to be able to expand on F1’s existing partnership with a world-class global brand like Heineken. With their deep knowledge of hospitality and the Formula 1 brand, it was a natural fit to partner with them to create the ultimate fan experience in a town as vibrant and eclectic as Las Vegas and ensure that the Formula 1 Heineken Silver Las Vegas Grand Prix will be the must-see sporting event of 2023.”
Dolf van den Brink, CEO, Heineken International, commented, “We’re excited to be title partner of the most anticipated race of the 2023 season. The track takes in the sights of the iconic Las Vegas strip and promises to deliver an exceptional fan experience. With Heineken® serving up entertainment in the entertainment capital of the world, the Formula 1 Heineken® Silver Las Vegas Grand Prix will be so much more than a race. The countdown to 18th November 2023 begins!”
Maggie Timoney, CEO, Heineken USA, said, “The Heineken Silver Las Vegas Grand Prix is the perfect culmination of our successful global partnership with F1 that has brought groundbreaking events to the tracks of Austin and Miami in the US. We are so excited to pair the most anticipated F1 race with our most anticipated innovation – Heineken Silver. Next year will be an extraordinary event which we are so thrilled to be part of.”