Heineken has attributed the ‘phenomenal growth’ of Formula One’s global audience as a key factor in renewing its global sponsorship deal extension.
Having been an F1 partner since 2016, Heineken has been a preeminent figure at grand prix’s which have exploded F1 popularity over the last several years, receiving a 23% boost in its social media following in 2021, and 42% across the US.
The renewed partnership will focus on creative methods of fan engagement through the sports multiple demographics, as well as promoting responsible alcohol consumption and “world-class entertainment” during F1 race weekends, featuring a DJ performance from Martin Garrix starting at the Canadian Grand Prix.
Dolf van den Brink, Chief Executive Officer & Chairman of the Executive Board at Heineken, said: “F1’s rapidly growing, ever-changing fan base 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!”
Garrix added: “I’m super excited to team up with Heineken to celebrate at some of the most anticipated races of the season. The energy and atmosphere at the track are unmatched, and I can’t wait to perform for racing fans all over the world!”
Heineken’s relationship with F1 extends to its current World Racing Champion Max Verstappen and his team Red Bull Racing.
The alcohol brand recently teamed up with both Verstappen and Red Bull in the promotion event ‘When You Drive, Never Drink’, with the Dutch racer becoming an official Heineken ambassador in the process.
“Leading on from our recent deals with Max Verstappenand Oracle Red Bull Racing, we’re incredibly happy to announce this extension to our long-running partnership with Formula One,” commented Bram Westenbrink, Global Head of Heineken.
“These deals continue developing our wider strategy to be the number one brand for engaging and entertaining sports fans across the globe, while promoting responsible consumption. Pairing this with our signing of global superstar DJ & producer Martin Garrix for some of the biggest races in the calendar is the perfect way for us to provide unforgettable moments across race weekends.”