Heineken has been named as an official partner of the ABB FIA Formula E Championship ahead of the start of Season Five, with the Dutch alcohol company entering into a five-year deal with the all-electric single seater series.
The deal, which will see Heineken become the Official Beer and Cider Partner of Formula E, will begin for the coming 2018/19 campaign with the company having pouring, activation and access rights across events while also having circuit branding, PR activation and fan experiences.
"Heineken has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world," said Formula E Founder and CEO, Alejandro Agag.
"We are very much looking forward to bringing their experience to the ABB FIA Formula E Championship.
"It is an exciting time for the series and the involvement of a global premium brand such as Heineken confirms that this is a property continuing on its way up."
"Formula E gives Heineken an excellent opportunity to engage with current and potential millennial and GenZ (above LDA) consumers in key cities around the world," added Gianluca Di Tondo, Senior Director Global Heineken.
"We will do this by showing fans unexpected and interesting facets of the sport, activating strongly around a number of select E-Prix in urban settings throughout the season.
"The new partnership complements our association with Formula One, and other sponsorship platforms such as UEFA Champions League and Rugby World Cup, which have proven highly successful in growing our global footprint as well as drinking occasions in targeted geographies."
Formula E's fifth season of competition will commence on December 15 at Ad Diriyah, Saudi Arabia following pre-season testing that will take place this week at the Ricardo Tormo Circuit in Valencia, Spain.
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