Dutch brewing company Heineken has announced a multi-year sponsorship deal with Formula 1, which will see the beer brand become a global partner and sponsor of the Italian Grand Prix this season.
The partnership, which has been described as "significant" will see the Italian GP renamed the Formula 1 Gran Premio Heineken D'Italia 2016 and will run for a multi-year term, confirming a new deal with Monza race organisers.
As of 2017, Heineken will sponsor three races – which have yet to be named – as well as additional trackside advertising at "several" races. As part of a deal to become F1's exclusive global beer partner, Heineken will also have "substantial pouring, activation and access rights across the majority of F1 events".
The rumoured deal was believed to include team sponsorship as well, but that won't happen according to a joint-statement from Formula 1 and Heineken.
To maximise its F1 presence, Heineken will "create fully integrated global F1 'Open your World' manifesto and "If You Drive, Never Drink" campaigns. Activations will include F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations."
Former drivers David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.
"Formula One is bigger than a race," commented Gianluca Di Tondo, senior director global Heineken brand. "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 our 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."
Bernie Ecclestone added; "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.
"Some time ago I started a 'Think Before You Drive' campaign at F1 Events. I am pleased that this important initiative now has such strong and committed support from Heineken, through its "If You Drive, Never Drink" campaign. We will now evolve and reinforce these messages in a way that reflects the Heineken personality and values."
