Heineken replaces Rolex as title sponsor.
Dutch brewing company Heineken has been announced as the title sponsor for Formula One’s Australian Grand Prix, which is scheduled to take place between the 7th and 10th of April, 2022, at the Albert Park Grand Prix circuit. The revised Albert Park layout will now see Heineken branding throughout the circuit.
With Heineken gaining title sponsorship, the official title for the race will be Formula 1 Heineken Australian Grand Prix 2022, with Heineken adding to its already existing sponsorship portfolio of race events in Brazil, Mexico and The Netherlands.
Heineken has been a global partner of Formula One since 2016 and is the Official Beer Partner for the entire racing calendar. Through the partnership, Heineken promotes its commitment to responsible alcohol consumption. Heineken has the ‘When You Drive Never Drink‘ campaign and Heineken 0.0 branding visible at the circuits throughout the race calendar.
Andrew Westacott, Australian Grand Prix Corporation CEO, commented:
“We’re thrilled that Heineken is the Title Partner of the Formula 1 Heineken Australian Grand Prix in 2022. Heineken is synonymous with F1, and this collaboration will create some exciting opportunities at this year’s event– fans are in for a real treat.
“The Formula 1 Heineken Australian Grand Prix is a unique opportunity for those to experience the excitement of international sport. It’s a chance to get up close and personal with the world’s best drivers, celebrities and top shelf brands – as the globe’s most premium beer brand, Heineken is the perfect fit.”
Willemijn Sneep, Heineken Country Manager, Australia, added:
“After a challenging couple of years for our industry in Australia, Heineken is very excited to be welcoming the F1 back to Melbourne for what promises to be an exceptional weekend of racing and events.
“The Heineken experience will be bigger and better than ever, and we are looking forward to creating many memorable moments and elevated activations for visitors from across Australia and the world both on and off track.”
Heineken replaces luxury watch brand Rolex as the Australian Grand Prix’s title sponsor. Rolex had been the event’s title sponsor since 2013.
The 2022 Australian Grand Prix will be the first race in Australia since 2019, when then-Mercedes driver Valtteri Bottas won the season opener. Due to the COVID pandemic, the 2020 and 2021 races were cancelled.
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