F1 Racing (UK) - - CONTENTS - Se­nior Brand Direc­tor, Heineken

Heineken’s Gian­luca di Tondo

Al­co­hol spon­sor­ship in any sport is an in­creas­ingly fraught topic in the mod­ern age – but es­pe­cially when, as with For­mula 1, that sport in­volves driv­ing a car. But with the right characters, such as Sir Jackie Ste­wart and Nico Ros­berg, and with the cor­rect tone of voice em­ployed in a mar­ket­ing cam­paign, it’s pos­si­ble to in­crease sales and at the same time dis­cour­age drink-driv­ing – as Heineken are keen to prove…

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