Dutch beer brand Heineken has inked a multi-year partnership with popular electric racing series Formula E.
The deal will see Heineken become the official beer and cider partner of ABB FIA Formula E Championship commencing with the much awaited and upcoming 2018-19 season.
Under the terms of the agreement, financial details of which have not been revealed, Heineken will have substantial pouring, activation and access rights across events and key race locations – including Santiago, Mexico City, Rome and New York City.
The five-year partnership was announced at a special event in Amsterdam together with Founder & CEO of Formula E Alejandro Agag and Gianluca Di Tondo, Senior Director Global Heineken brand at Heineken International.
In addition to trackside branding, digital initiatives and live fan experiences – the partnership will further embed Heineken’s enjoy responsibly messaging, which is a key part of the company’s ‘Brewing a Better World’ sustainability strategy. The award-winning campaign, ‘When You Drive, Never Drink’, communicates a powerful anti-drink driving message where consumers are left in no doubt – when you drink, you never drive.
Alejandro Agag, Founder & CEO of Formula E, said: “Heineken has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world. We’re very much looking forward to bringing their experience to the ABB FIA Formula E Championship.”
“It’s an exciting time for the series and the involvement of a global premium brand such as Heineken confirms that this is a property continuing on its way up.”
Gianluca Di Tondo, Senior Director Global Heineken brand at HEINEKEN, said, “Formula E gives Heineken an excellent opportunity to engage with current and potential millennial and GenZ (above LDA) consumers in key cities around the world. We’ll do this by showing fans unexpected and interesting facets of the sport, activating strongly around a number of select E-Prix in urban settings throughout the season.”
“The new partnership complements our association with Formula 1, and other sponsorship platforms such as UEFA Champions League and Rugby World Cup, which have proven highly successful in growing our global footprint as well as drinking occasions in targeted geographies.”
In 2016, Heineken became the Official Beer Formula 1. It is also one of the major sponsors of UEFA Champions League and Rugby World Cup.