Heineken becomes global F1 partner

Arvind Hickman
By Arvind Hickman | 10 June 2016

Heineken has become a global partner of Formula 1 and will be the event name sponsor of three grand prixs, including the iconic Italian GP at Monza.

The partnership will see Heineken’s integrated global ‘Open your World’ brand proposition activated across Australia, driving strong commercial opportunities and promoting the brand’s responsible drinking campaign 'If You Drive, Never Drink' in new ways.

Heineken invests 10% of the brand’s global media spend on responsible consumption campaigns such as 'Moderate Drinkers Wanted' and 'Dance More Drink Slow'.

The message is also delivered through sponsorship of the UEFA Champions League and Rugby World Cup, where one third of all pitch side advertising is dedicated to the message. Check out the 2015 Heineken Champions League commercial below.

Globally, activations will include F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations. F1 legends David Coulthard and Jackie Stewart will be ambassadors for the respective campaigns (pictured).

“This partnership complements our existing global platforms, enabling us to reach F1’s huge spectator numbers and 400 million unique television viewers every year,” says Gianluca Di Tondo, senior director global Heineken brand.

The hallmark of our long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise is our passion to excite our consumers. We will be bringing this passion to Formula One."

Formula One Group CEO Bernie Ecclestone adds: "Heineken is a premium international brand with a super reputation for first class marketing. I am very pleased to welcome them to the Formula One family and look forward to the scale and quality of their activation at and away from F1 events."

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