Heineken has announced that it has become a global partner of Formula 1, commencing with title sponsorship of this year’s Italian Grand Prix at Monza.
Heineken will have a major presence within the sport and plans to have substantial branding trackside, as well as video content, fan initiatives and other events.
From 2017 Heineken will be the title sponsor of three Grands Prix and is also set to launch a campaign informing people that, "If you Drive, Never Drink."
“Heineken is a premium international brand with a super reputation for first class marketing,” said Formula 1 CEO Bernie Ecclestone.
“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.”
Heineken currently enjoys long-standing, prominent partnerships with the UEFA Champions League, Rugby World Cup and the James Bond franchise and is hoping to benefit from such exposure in Formula 1.
“Formula 1 is bigger than a race,” said Gianluca Di Tondo, Heineken’s senior director.
“It is a global event. 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."
Heineken will not be visible on any Formula 1 cars.