Heineken adds F1 to Champions League and Rugby World Cup sponsorships

Heineken and Formula One's commercial arm have struck a deal that expands the brewer's high-profile sports sponsorship line-up into the world of racing.

Heineken adds F1 to Champions League and Rugby World Cup sponsorships

The Heineken brand will not be seen on any F1 cars, but will be the title sponsor of this year’s Italian Grand Prix and three more Grand Prix in 2017.

It will also have significant pouring, access and activation rights across the majority of events in the Formula One World Championship.

This will give it the opportunity to engage with customers in "important growth markets", said Gianluca di Tondo, senior global Heinken brand director.

"F1 delivers in three specific areas; strong commercial opportunities; expansion of our responsible drinking platform in new and innovative ways; and enabling skill transfers between F1 and our employees."

Heineken will create two campaigns around F1. One will be an F1 version of its flagship global ‘Open Your World’ campaign and the other will be called ‘If You Drive, Never Drink’.

Bernie Ecclestone, CEO of the Formula One group, said; "Heineken is a premium international brand with a super reputation for first class marketing.

"We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship. When I have a beer, I have always been happy with a Heineken."


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