After weeks of rumours this afternoon the Dutch brewer Heineken has announced a global partnership with Formula One Management. The brewer will become the exclusive Global Beer Partner of Formula One.
The deal was announced in Montreal and become the title sponsor for this years Italian Grand Prix with two others due to be announced next season. The price of the deal which will be for ‘many years’. The deal will give them substantial pouring, activation and access rights across the majority of F1 Events.
They will have circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations. Gianluca Di Tondo, Senior Director, Global Heineken Brand said “”F1 is going to be one of our biggest ever partnerships. The world is going to notice that we are in F1.”
Heineken insist they want to they want to display a message of ‘responsibility’ saying they want to target moderate drinkers and will display this alongside there branding. Also there will be no sponsorship of events in the middle east.
From 2017 they will be the title sponsor of three grands prix with significant signage at six others but not on the cars.
Heineken has already has long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise. Di Tondo added “We will be bringing this passion to Formula One.”
He says that he would not be involved in discussions to keep Monza on the calendar but he would “do everything I can to push Bernie into keeping the Italian GP.”
Berine Ecclestone said “Heineken is a premium international brand with a super reputation for first class marketing. 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.”
The two brand ambassadors will be the Scott’s Sir Jackie Steward and Channel 4 Commentator David Coulthard