Heineken signs F1 sponsorship deal

Heineken has agreed a multi-year deal with Formula One Management to become a main sponsor of F1 which will start at the Italian Grand Prix.

Heineken has agreed a multi-year deal with Formula One Management to become a main sponsor of F1 which will commence at this year's Italian Grand Prix.

The deal secures Heineken as an F1 event title partner for three races in 2017 as well as this year's Italian Grand Prix in September.

The agreement will also see the Dutch brand present at several F1 events and become the exclusive beer partner to F1 but will not be visible on any F1 teams or cars.

Working with F1 on global campaigns, Heineken's logos and branding will be seen at circuits, TV commercials, digital and live fan events. David Coulthard and Sir Jackie Steward have been named brand ambassadors between F1 and the beer company.

Heineken, which currently sponsors global sporting events the UEFA Champions League and the Rugby World Cup, is thrilled to secure the deal and Gianluca Di Tondo, senior director of the global Heineken brand, says it is an ideal opportunity for the brand to expand into growing markets.

"Formula One is bigger than a race. It is a global event," di Tondo said. "F1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets.

"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.

"This partnership complements our existing global platforms, enabling us to reach F1's huge spectator numbers and 400 million unique television viewers every year."

Bernie Ecclestone added: "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.

"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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