Motor racing’s Formula 1 has today (May 31) announced the extension of its long-standing global partnership with Dutch brewing giant Heineken.
The multi-year renewal prolongs a relationship that began in 2016.
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The brand will use the sponsorship to promote its zero-alcohol product Heineken 0.0 and provide messaging around responsible consumption.
Heineken has a strong presence at F1 races through several activities including at-track activations and fan engagement initiatives.
The extended partnership “will usher in a new phase in Heineken and F1’s relationship and focus on engaging Formula 1’s growing fanbase in meaningful and creative ways.”
As well as its global partnership with F1, Heineken will be the official title race partner for the inaugural F1 Las Vegas Grand Prix later this year.
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By GlobalDataIn addition, it sponsors the Dutch Grand Prix in its home market and was the title partner of the Australian Grand Prix earlier this year.
Outside of F1, Heineken also has partnerships with the all-electric Formula E and all-women W Series motor racing championships.
Stefano Domenicali, president and chief executive of Formula 1, said: “Since our partnership with Heineken began in 2016 it has been an incredible partner that has focused on delivering world-class events for all our fans that encompass the very best of sport and entertainment, and it has become a key part of the race weekend.”
Dolf van den Brink, chief executive and chairman of the executive board at Heineken, added:
“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.”
The 2023 F1 season continues with the Spanish Grand Prix on June 4.
Image: Chris Graythen/Getty Images
