Heineken to stay with Formula One

Ahead of the Spanish Grand Prix, Formula One has confirmed that it has extended its Global Partnership with Heineken following seven years of successful collaboration between the two global brands.

Heineken joined forces with Formula One in 2016, and has staged a number of activities including at-track activations, providing world class DJs at events and enhancing fan experiences globally.

The extension of the partnership will see Heineken continue to provide world-class entertainment moments, including performances from Heineken’s newly announced global ambassador, Dutch superstar DJ Martin Garrix.

Since entering the world of motorsport in 2016, Heineken has been committed to driving real change towards the attitudes around drink driving, launching their ‘When You Drive, Never Drink’ campaign, and has also committed to investing 10%+ of all media budgets to supporting responsible consumption programmes.

Alongside the partnership, Heineken will be the official Title Race Partner for the inaugural 2023 Las Vegas Grand Prix, which is set to create the perfect combination of world-class entertainment and exceptional fan experiences across the race weekend.

Commenting on the announcement, Formula One President and CEO Stefano Domenicali said: “Since our partnership with Heineken began in 2016 they have been an incredible partner that has focussed on delivering world-class events for all our fans that encompass the very best of sport and entertainment, and they have become a key part of the race weekend.

"The work that Heineken is doing to promote responsible drinking remains as important to us as the experiences they create for our fans, old and new, and we look forward to enhancing that throughout this season and beyond.”

Heineken CEO Dolf van den Brink added: “F1’s rapidly growing, ever-changing fanbase was one of the many reasons why we extended our partnership. This is a fantastic opportunity for us to continue delivering world-class fan experiences, while also developing our responsible consumption messages to an increasingly engaged and relevant audience. With the Heineken Silver Las Vegas race later this year set to be a highlight, 2023 is going to be the most exhilarating season yet!”