Heineken and Formula 1 have reached an agreement for the Dutch beer company to become a global partner of the F1. The agreement will take effect this year at the re-named prize Gran Prix Heineken D'Italia in Monza.
As reported on gondoladigital.com, from the 2017 season on, Heineken will be the F1 Event Title Partner of three Formula 1 Grands Prix (GP). The drinks giant will also have significant presence at additional events.
Although the Heineken branding will not be visible on any F1 cars, it will have substantial pouring, activation and access rights and will be the exclusive Global Beer Partner of Formula 1.
Heineken will launch an drink-and-drive awareness campaign integrated to the F1's "Open your world" manifesto. This will include TV commercials, digital ads, live experiences and events and more PR and advertising initiatives.
Gianluca Di Tondo, Senior Director Global Heineken Brand at Heineken, 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. F1 delivers in three specific areas; strong commercial opportunities; expansion of our responsible drinking platform in new and innovative ways; and enabling skill transfers between F1 and our employees."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Gabriela Guédez. To subscribe to ESM: The European Supermarket Magazine, click here.
