Red Stripe, Heineken, Sara Misir partner up
FORMULA WOMAN race car driver Sara Misir has signed an endorsement deal with Red Stripe under the company’s ‘Drink and Live Responsibly’ and Heineken 0.0 brands. The announcement was made yesterday at Red Stripe’s headquarters.
The announcement comes as a massive boost for Misir ahead of her 2024 season and she said the endorsement is a massive step towards her goal of being a pioneer for female drivers in a male-dominated sport.
“I think this partnership is a huge step towards being a pioneer for women in motorsports. Not only because of the opportunities they have given me and helping me out in the sport with this sponsorship. However, joining the campaign of ‘Drink and Live Responsibly’ is important to show young women and drivers that drinking and driving is never a good idea.
“Heineken 0.0 to replace as a beer is always a better choice as risking your life and the lives of others is never worth it because life is worth living for. I have no doubts that I’ll represent this brand to my best capabilities and I think it’s a very good combination and I can’t wait to support the campaign and push it as much as they want me to.”
Dianne Ashton-Smith, Red Stripe’s head of corporate affairs, says the partnership with Misir was a natural choice.
According to Ashton-Smith, Red Stripe believes Misir has the right characteristics to represent their brand bearing in mind history of overcoming struggles as well as her achievements of being the only Caribbean female driver in Formula Woman.
“Well, Sara has such an amazing story, a story of grit, a story of overcoming the odds and a story of somebody who has made responsible choices in her life. Sara is somebody who doesn’t drink on a regular basis and is very aware of the role she plays. She’s a speedcar racer and she stands on the promise that the only racing that should happen is on the racecourse and we love that. It aligns beautifully with our message of drinking and living responsibly.”
According to Ashton-Smith, Misir will continue to be an inspiration for young people and promote the brand’s message of responsible driving practices when it comes to drinking alcohol.
“We know that we can expect the best from her. Other than the fact that she’ll be helping us promote the message of moderation and responsible consumption and making sure that people aren’t getting into their cars after consuming alcohol, we think she has a powerful message for young people. It’s also about her going in and inspiring young people that they can be who they want to be.”
Misir will start her season on April 1 at the JRDC’s Carnival of Speed at Dover Raceway in St Ann.