Heineken expands Formula One partnership

Heineken has been announced as the Title Race Partner of the inaugural Las Vegas Grand Prix following an agreement with Formula One. The race will now be called the FORMULA 1 HEINEKEN SILVER LAS VEGAS GRAND PRIX 2023.

Heineken has served as a Global Partner of Formula One since 2016, using the platform to promote responsible alcohol consumption. The two parties have also worked towards destigmatising responsible drinking. 

Stefano Domenicali, President & CEO, Formula One, commented:

“We can’t wait to see the spectacle at the Las Vegas Grand Prix next November and adding Heineken Silver as the title sponsor for the race takes it to the next level. Heineken has become a huge part of the F1 family, providing exciting and engaging entertainment opportunities for our global fanbase, both at track and at home, and we can’t wait to see what they bring to the iconic Las Vegas Strip.“

Renee Wilm, CEO, Formula One Heineken Silver Las Vegas Grand Prix, said:

“We are thrilled to be able to expand on F1’s existing partnership with a world-class global brand like Heineken. With their deep knowledge of hospitality and the Formula 1 brand, it was a natural fit to partner with them to create the ultimate fan experience in a town as vibrant and eclectic as Las Vegas and ensure that the Formula 1 Heineken Silver Las Vegas Grand Prix will be the must-see sporting event of 2023.“

Dolf van den Brink, CEO, Heineken International, stated:

“We’re excited to be title partner of the most anticipated race of the 2023 season. The track takes in the sights of the iconic Las Vegas strip and promises to deliver an exceptional fan experience. With Heineken® serving up entertainment in the entertainment capital of the world, the Formula 1 Heineken® Silver Las Vegas Grand Prix will be so much more than a race. The countdown to 18th November 2023 begins!“

Maggie Timoney, CEO, Heineken USA, added:

“The Heineken Silver Las Vegas Grand Prix is the perfect culmination of our successful global partnership with F1 that has brought groundbreaking events to the tracks of Austin and Miami in the US. We are so excited to pair the most anticipated F1 race with our most anticipated innovation – Heineken Silver. Next year will be an extraordinary event which we are so thrilled to be part of.“

Formula One will be heading to Las Vegas for the very first time in 2023. With the Las Vegas race added to the calendar, F1 will have a total of three races in the US: Texas, Miami and Las Vegas.