HEINEKEN announces worldwide partnership with Formula E

15 Oct 2018

By: Sport Industry Group

Heineken and Formula E have agreed a partnership for the brewery to become an official partner of the ABB FIA Formula E Championship. 

The five-year partnership will begin in the forthcoming 2018/19 season and will see Heineken join the electric street racing series as official Beer and Cider Partner.

Alongside becoming a worldwide partner of Formula E, Heineken will also have substantial pouring, activation and access rights across events and key race locations including Santiago de Chile, Mexico City, Rome and New York City.

Heineken will officially launch the partnership during the 2018/2019 season. 

The launch will include circuit branding, digital initiatives, PR activation and live fan experiences. Heineken will not be visible on any of the new-look Gen2 Formula E cars.

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 consumers in key cities around the world. 

“We will 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.”

He continued: “The new partnership complements our association with Formula One, 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.”

Founder & CEO of Formula E, Alejandro Agag, commented: “Heineken has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world. 

“We are very much looking forward to bringing their experience to the ABB FIA Formula E Championship. 

“It is 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.”

An important aspect to the Formula E partnership will be to further embed Heineken’s enjoy responsibly message, which is a key part of the company’s Brewing a Better World sustainability strategy.

The 2018/19 “When You Drive, Never Drink” campaign, features a robust behavioural change programme and a new communications campaign, featuring former F1 World Champion and Formula E investor and ambassador, Nico Rosberg, both with a clear commitment to drive real change.