Ahead of this weekend’s Canadian Grand Prix, Heineken announced their multi-year partnership with Formula 1, in a move which leverages global reach and a shared ambition to bring new fans and customers to each.
Speaking to the assembled Formula 1 media and Bernie Ecclestone today, Heineken’s global brand director Gianluca Di Tondo said: “Formula One is bigger than a race. It is a global event. F1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets.”
Today’s announcement included the naming of David Coulthard and Sir Jackie Stewart as brand ambassadors, campaigning under the ‘Open Your World’ and ”If You Drive, Never Drink” slogans, respectively. Responsible driving will be key to the message, and the Heineken brand will be featured in every market in which Formula 1 races, with pouring rights at each venue. Named as a title partner for three upcoming races in 2017, the brand will begin appearing on races in Italy, to be called ‘FORMULA 1 GRAN PREMIO HEINEKEN D’ITALIA 2016’ this Summer as part of a multi year deal.
Heineken will not be featured on any cars or driver suits, instead focusing on their role outside the track, directed at bringing people together while opening the world of F1 for fans and casual spectators alike.