Formula One (F1) has extended its partnership with Dutch beer brand Heineken. The new multi-year extension grows on the existing seven-year partnership that Formula One and Heineken have had since 2016.
The partnership extension will see Heineken and Formula One work together on various engaging fan activities, which will include world-class entertainment moments, including performances from Heineken’s latest global ambassador, DJ Martin Garrix.
Heineken will continue to use the F1 platform to promote the message of responsible consumption and promote “Heineken 0.0” — its zero-alcohol offering that is part of the responsible drinking programme.
Heineken will also be serving as the Title Race Partner of the inaugural Las Vegas Grand, which is scheduled to be held later this year.
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Stefano Domenicali, President and CEO of Formula 1, commented:
“Since our partnership with Heineken began in 2016 they have been an incredible partner that has focussed on delivering world-class events for all our fans that encompass the very best of sport and entertainment, and they have become a key part of the race weekend. The work that Heineken is doing to promote responsible drinking remains as important to us as the experiences they create for our fans, old and new, and we look forward to enhancing that throughout this season and beyond.”
Dolf van den Brink, Chief Executive Officer & Chairman of the Executive Board at Heineken, said:
“F1’s rapidly growing, ever-changing fan base was one of the many reasons why we extended our partnership. This is a fantastic opportunity for us to continue delivering world-class fan experiences, while also developing our responsible consumption messages to an increasingly engaged and relevant audience. With the Heineken Silver Las Vegas race later this year set to be a highlight, 2023 is going to be the most exhilarating season yet!”