Heineken enters global partnership with Formula 1



The motorsport world is set for a thrilling experience as Heineken and Formula One Management (FOM) have announced a momentous partnership that will see Heineken® become a Global Partner of Formula 1® (F1®).

This significant partnership will start this year at the newly renamed Formula 1 Gran Premio Heineken D’italia 2016, in Monza, and run for a multi-year term.
Gianluca Di Tondo, Senior Director Global Heineken® Brand at Heineken, said; “Formula One is bigger than a race. It is a global event. F1 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 F1 and our employees.”
This partnership complements Heineken® existing global platforms, enabling us to reach F1’s huge spectator numbers and 400 million unique television viewers every year. The hallmark of our long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise is our passion to excite our consumers. We will be bringing this passion to Formula One.”
“Formula 1® is so much more than the race alone- it’s about the thrill, precision and excellence. As a global partner we want to ensure fans of Formula 1® in Uganda are not left out in this journey. With the massive Formula 1® fan base locally, we want to create ways that will encourage fans of the sport to enjoy the races and in the process make them feel as though they are part of the experience,” noted Heineken Uganda National Sales Manager Nathan Akandwanaho addressing staff at their Kampala offices.

Bernie Ecclestone, CEO of the Formula One group, said; “Heineken® is a premium international brand with a super reputation for first class marketing. I am very pleased to welcome them to the Formula One 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®”.
Central to the partnership will be a clearly articulated and compelling ‘responsibility’ message. The Formula 1® global platform will provide Heineken® with even greater opportunities, globally and locally, to drive positive change. Consumers will be left in no doubt that Heineken® and Formula 1® are both clear; “If You Drive, Never Drink”.

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