The Heineken brewery has signed up as a global partner of the Formula 1 in a deal that will reportedly run until 2020.
Financial details of the deal have not been disclosed, but it is said to be worth around $150-million, and will will commence this year with Heineken granted title sponsorship of the Italian Grand Prix, which takes place at Monza from 2-4 September.
From the 2017 season, Heineken will be the title sponsor of three grands prix per season and will also have a significant presence at several additional races selected by Heineken and Formula One Management.
Heineken will be F1’s exclusive global beer partner and will also have substantial pouring, activation and access rights across most F1 events. However, contrary to previous reports, Heineken branding will not be visible on any F1 cars.
Heineken will also support a campaign entitled ‘If You Drive, Never Drink’ with circuit branding, television commercials, digital activations, live fan experiences and events.
F1 legends Sir Jackie Stewart and David Coulthard have been recruited as brand ambassadors.
Read the full story at GRAND PRIX 247
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