Although being one of the worst kept secrets of recent time, today Heineken confirmed they are to be a global sponsor of Formula One, starting with the title sponsorship of the Italian Grand Prix in September.
The visibility will be increased in 2017 from one title sponsorship to three, along with a presence at other Formula One events, but will not be featuring at all on any of the cars. The brand will also be the exclusive beer partner of the sport.
Aligned with FOM Chief Executive Bernie Ecclstone’s ‘Think Before You Drive’ campaign which has had a visible presence over the last couple of years, Heineken will extended that vision with a new campaign called ‘If You Drive, Never Drink’ which will also be backed by former drivers Jackie Stewart and David Coulthard.
The F1 boss said, “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”.