Heineken in UEFA x F1 activation

11 Apr 2019

By: Sport Industry Group

Heineken has brought together two of its global sporting partnerships in an activation celebrating both the 1000th Formula 1 Grand Prix and the visit of the UEFA Champions League Trophy to Shanghai.

UEFA Champions League stars Luis Figo, Xabi Alonso and Clarence Seedorf joined F1 legend Nico Rosberg and current F1 star Pierre Gasly to surprise fans at The House of Roosevelt in the Chinese city.

Both sets of stars took part in a showcase of Chinese sports, centred on the ancient Chinese football game of Cuju.

As an official partner of both F1 and the UEFA Champions League, Heineken worked with Formula One Management and UEFA to deliver a week-long programme of activities targeting fans of both sports.

Jacco van der Linden, Managing Director, Heineken China, said: “We are excited to bring the worlds of UEFA Champions League and F1 together for the first time in China.

“We are very much looking forward to entertaining fans across the weekend at the Heineken F1 Shanghai Fan Festival.

“With Shanghai being one of the stops on the UEFA Champions League Trophy Tour Presented by Heineken this year, it provides a unique opportunity for Chinese fans to come face to face with the UEFA Champions League Trophy and to meet legends of both sports in their home city.”

The UEFA Champions League Trophy arrives in Shanghai as part of a six-country UEFA Champions League Trophy Tour Presented by Heineken in 2019.

It coincides with the Heineken F1 Shanghai Fan Festival, which runs from April 12th to 14th, providing a mix of F1-themed entertainment, performances and experiential activities in the heart of Shanghai.