Photo: formula1.com
At the midway point of May, we reported that Heineken is interested in Formula 1. Less than a month since then, the FOM confirmed the deal with Heineken. The partnership will see the Italian Grand Prix be renamed Gran Premio Heineken D'Italia.
The biggest news, though, isn’t that Heineken will set up beer tents at the races. As a matter of fact, the news that got us pumped up is that Monza will “run for a multi-year term,” thus ending months of rumors about the future of the Autodromo Nazionale Monza.
Though the Heineken brand will not be visible on Formula 1 cars, the brewing outfit will be the official event title partner of three races in 2017. The Dutch brewing company also gets track branding at six other Grand Prix events of the 2017 season.
Gianluca Di Tondo, senior director Global Heineken Brand at Heineken, is the type of man that looks on the bright side of partnerships: "Formula 1 is bigger than a race. It is a global event. Formula 1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets. F1 delivers in three specific areas; strong commercial opportunities; expansion of our responsible drinking platform in new and innovative ways; and enabling skill transfers between Formula 1 and our employees."
Bernie Ecclestone, the head honcho of the king motorsport, agrees: "Heineken is a premium international brand with a super reputation for first-class marketing. I am very pleased to welcome them to the Formula 1 family and look forward to the scale and quality of their activation at and away from F1 Events. We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship. When I have a beer, I have always been happy with a Heineken.” I cringe every single time I read that final line.
At the center of this partnership is a campaign that sounds particularly similar to “Bernie says think before you drive.” Titled “If You Drive, Never Drink,” the responsibility message is pretty clear by all accounts.
Over the five-year partnership, Heineken will pour £150 million into the coffers of F1. If all goes according to plan, Heineken has an option to extend its partnership deal until the end of the 2023 Formula 1 season.
Though the Heineken brand will not be visible on Formula 1 cars, the brewing outfit will be the official event title partner of three races in 2017. The Dutch brewing company also gets track branding at six other Grand Prix events of the 2017 season.
Gianluca Di Tondo, senior director Global Heineken Brand at Heineken, is the type of man that looks on the bright side of partnerships: "Formula 1 is bigger than a race. It is a global event. Formula 1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets. F1 delivers in three specific areas; strong commercial opportunities; expansion of our responsible drinking platform in new and innovative ways; and enabling skill transfers between Formula 1 and our employees."
Bernie Ecclestone, the head honcho of the king motorsport, agrees: "Heineken is a premium international brand with a super reputation for first-class marketing. I am very pleased to welcome them to the Formula 1 family and look forward to the scale and quality of their activation at and away from F1 Events. We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship. When I have a beer, I have always been happy with a Heineken.” I cringe every single time I read that final line.
At the center of this partnership is a campaign that sounds particularly similar to “Bernie says think before you drive.” Titled “If You Drive, Never Drink,” the responsibility message is pretty clear by all accounts.
Over the five-year partnership, Heineken will pour £150 million into the coffers of F1. If all goes according to plan, Heineken has an option to extend its partnership deal until the end of the 2023 Formula 1 season.
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