F1 boss Bernie Ecclestone, CEO of the Formula One Group, has been quoted as saying “When I have a beer, I have always been happy with a Heineken.” Now he has another reason to be happy with the news that Heineken has taken the three-year sponsorship of F1. Heineken won’t begin its sponsorship of the 2017 F1 season until next year but it will have visibility this year at the newly renamed Formula 1 Gran Premio Heineken d’Italia 2016, in Monza. It will have the presence for the entirety of its three-year F1 deal which sees Heineken become F1 Event Title Partner of three Formula 1 Grands Prix (GP). It will also have a significant presence at several additional F1 Events chosen by Heineken and Formula One Management. Heineken will be the exclusive Global Beer Partner of Formula 1 and will also have substantial pouring, activation and access rights across the majority of F1® Events in the FIA Formula One World Championship. However. Heineken will not be visible on any F1 cars. The brand is creating fully integrated global campaigns around the sponsorship including an ‘Open your World’ manifesto and “If You Drive, Never Drink” campaign. David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.
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.”