Heineken and Formula 1 extend their global partnership deal

Heineken, the world-renowned Dutch beer brand, and Formula 1, the pinnacle of motorsport, have announced the extension of their global partnership deal. The collaboration between these two iconic brands began in 2016 and has since been a successful and mutually beneficial relationship.

The partnership between Heineken and Formula 1 has seen the beer brand become the Official Beer Partner of the sport, with its logo prominently displayed during race weekends and on various digital platforms. Heineken has also been involved in creating unique fan experiences and activations at select Grand Prix events around the world.

The decision to extend the partnership comes as no surprise, given the positive impact it has had on both parties. Heineken has been able to reach a broader audience through Formula 1, while the sport has benefited from the global recognition and marketing prowess of the beer brand.

Stefan Orlowski, Chief Executive Officer of Heineken, expressed his excitement about the extension, stating, “We are thrilled to continue our partnership with Formula 1. This collaboration has allowed us to engage with fans in new and innovative ways, and we look forward to building on the success we have achieved together.”

Chase Carey, Chairman and CEO of Formula 1, also emphasized the importance of the partnership, stating, “Heineken has been a valued partner of Formula 1, and we are delighted to extend our partnership with them. We share a commitment to creating unique and engaging experiences for fans around the world, and we are excited to continue working together to bring Formula 1 to a global audience.”

As part of the extended partnership deal, Heineken will continue to have a strong presence at Formula 1 events, including branding on trackside advertising, driver outfits, and podium celebrations. The beer brand will also be involved in creating fan-focused initiatives and experiences to enhance the overall Formula 1 experience.

Overall, the extension of the partnership between Heineken and Formula 1 is a testament to the success of their collaboration over the past few years. Fans can look forward to more exciting and innovative activations from these two global brands as they continue to work together to bring the thrill of Formula 1 to audiences around the world.