Heineken inks Formula 1 partnership deal

NAIROBI, KENYA: The motorsport world is set for a thrilling experience as Heineken and Formula One Management (FOM) have announced a partnership that will see the former become a Global Partner of Formula 1.

The partnership starts this year at the newly renamed Formula 1 Gran Premio Heineken D’italia 2016 in Monza, and run for a multi-year term.

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.”

He said the partnership complements Heineken’s existing global platforms, enabling them to reach F1’s huge spectator numbers and 400 million unique television viewers every year.

“The hallmark of our long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise is our passion to excite our consumers. We will be bringing this passion to Formula One,” he added.

Bernie Ecclestone, CEO of the Formula One group, 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.”

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