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Heineken to Sign Five-Year Sponsorship with Formula 1

Heineken, also known as the beer that refreshes the parts other beers cannot reach, is set to enter Formula 1. As per a report published by Autosport, we’re talking about a five-year deal worth $150,000,000.
Formula 1 car with Heineken livery rendering 1 photo
Photo: ChamptecRacing via racedepartment.com
Heineken is no stranger to big sponsorship deals. The Dutch brewing company is pouring $70 million per year into UEFA for the Champions League. Other than that, Heineken also sponsored the Rugby World Cup in 2015. Furthermore, Heineken International paid $100 million to capitalize on the newest movie in the James Bond franchise, Spectre.

It’s fair to say that the Dutch brand has a great appetite for strategic sponsorships, which is why the report published by Autosport is not to be taken with a grain of salt. At the Canadian Grand Prix in Montreal, Heineken is set to get “a significant trackside presence.” An unnamed source told the motorsport-oriented publication that the sponsorship is “great news for Formula 1. It's a high-profile brand committing cash and credibility and that can only be good for the sport.”

That couldn’t be more true, especially when you think that the tobacco had to leave Formula 1. Fun fact: of the best ten drivers in the 1995 Formula 1 season, nine had cigarette brands on their single seaters. Even though alcohol sponsorship of motorsport is a recipe to generate mixed messages about drink driving, do remember what Bernie says: “Think Before You Drive.”

When all is said and done, alcohol has been an important part of Formula 1 sponsorship since the 1968 season welcomed unrestricted sponsorship. More than that, the advertising budget of the Dutch brewing company will pay dividend for the king motorsport in terms of social media, television, and print presence.

The arrangement is believed to include a provision for a partnership with a team. The only Dutch to race in Formula 1 at the present moment is Max Verstappen. This chap replaces Daniil Kvyat because the Russian made two terrible mistakes at Sochi. From my point of view, Red Bull and Heineken don’t mix.

These said, which F1 team is the most likely to carry Heineken branding? McLaren, anyone?
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About the author: Mircea Panait
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After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well.
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