GLOBAL: Heineken In Major Tie-Up With Formula One

Heineken and Formula One have announced a major multi-year global partnership, which will begin in September 2016.

No financial details were given for the deal, which will see Heineken be Formula One’s official beer partner. From 2017, the brand will also become the title sponsor of three grands prix, while also receiving significant signage at six others. It will not, however, receiving branding on any cars.

Heineken noted: “F1 is going to be one of our biggest ever partnerships. The world is going to notice that we are in F1”.  It said that talks had been going on for some time, adding: “It is the right moment to do this partnership. We expect it to be a long-term one. We estimate Formula One can give us the extra 200 million people on top of the other global consumers we have.”

Heineken is also a long-time sponsor of the Champions League, and it noted: “Champions League football and Formula One are going to be our yearly platforms.”