FDBusiness.com

Global brewer Heineken and Formula One Management (FOM) have reached an agreement for Heineken® to become a Global Partner of Formula 1® (F1®). This significant partnership will start this year at the newly renamed FORMULA 1 GRAN PREMIO HEINEKEN D’ITALIA 2016, in Monza, and run for a multi-year term.

From the 2017 F1® season onwards, Heineken® will be the F1® Event Title Partner of three Formula 1® Grands Prix (GP). It will also have a significant presence at several additional F1® Events chosen by Heineken® and Formula One Management. Heineken® will be the exclusive Global Beer Partner of Formula 1® and will also have substantial pouring, activation and access rights across the majority of F1® Events in the FIA Formula One World Championship(TM). Heineken® will not be visible on any F1® cars.

Heineken® will create fully integrated global F1® ‘Open your World’ manifesto and “If You Drive, Never Drink” campaigns. Activations will include F1® circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations. David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.

Gianluca Di Tondo, Senior Director Global Heineken® Brand at HEINEKEN, says: “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.”

He adds: “This partnership complements our existing global platforms, enabling us 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.”

Central to the partnership will be a clearly articulated and compelling ‘responsibility’ message. The Formula 1® global platform will provide Heineken® with even greater opportunities, globally and locally, to drive positive change. Consumers will be left in no doubt that Heineken® and Formula 1® are both clear; “If You Drive, Never Drink”.

The new campaign will build on HEINEKEN’s long standing commitment to use its flagship brand to convey the responsibility message.  Heineken® invests 10% of the brand’s global media spend on dedicated responsible consumption campaigns such as Moderate Drinkers Wanted and Dance More Drink Slow. The message is also delivered through sponsorship platforms such as UEFA Champions League and Rugby World Cup where one third of all pitch side advertising is dedicated to the message.  As well as at hundreds of music festivals and shows around the world. The messaging also appeared on more than 8 billion bottles and cans in 2015.