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Formula 1 and Heineken extend Global Partnership in multi-year deal

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MEXICO CITY, MEXICO - OCTOBER 30: Valtteri Bottas of Finland driving the (77) Alfa Romeo F1 C42

Formula 1 has today announced the extension of its Global Partnership with Heineken following seven years of successful collaboration between the two global brands.

Since 2016, Heineken has played a key role in celebrating and amplifying the spectacle of Formula 1 through a number of activities including at-track activations, providing world class DJs at events and enhancing fan experiences globally.

The extended partnership will usher in a new phase in Heineken and F1’s relationship and focus on engaging Formula 1’s growing fanbase in meaningful and creative ways, whilst also providing world-class entertainment moments, including performances from Heineken’s newly announced global ambassador, Dutch superstar DJ Martin Garrix.

The Dutch beer brand will use F1’s global platform to provide messaging around responsible consumption and promote Heineken 0.0 – a premium zero-alcohol product – as part of their responsible drinking programme.

ABU DHABI, UNITED ARAB EMIRATES - DECEMBER 12: Race winner and 2021 F1 World Drivers Champion Max

Heineken’s newly announced global ambassador, Dutch superstar DJ Martin Garrix, with reigning champion Max Verstappen

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.

Stefano Domenicali, President and CEO of Formula 1, 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.”

Dolf van den Brink, Chief Executive Officer and Chairman of the Executive Board at Heineken, said: “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!”

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