Heineken be­comes F1 global part­ner and could help save Ital­ian Grand Prix

Motor Sport News - - Racing News -

Brew­ing giant Heineken has signed a multi-year deal to be­come a global For­mula 1 part­ner – and the move could help to pro­tect the un­der threat Ital­ian Grand Prix.

Heineken will be F1’s of­fi­cial beer part­ner and will be­come ti­tle spon­sor of three grands prix – in­clud­ing the Ital­ian – as well as hav­ing cir­cuit brand­ing at other races. The com­pany will also pro­mote it­self and the sport through TV com­mer­cials and live fan ex­pe­ri­ences and events.

Heineken is famed for its dig­i­tal pro­mo­tion of the Cham­pi­ons League and Rugby World Cup events and F1 supremo Bernie Ec­cle­stone has strug­gled to ex­ploit so­cial me­dia in the past.

“I’ve started to get a bit more in­ter­ested [in so­cial me­dia] gen­er­ally, even be­fore Heineken came in,” Ec­cle­stone said.

“But they’re go­ing to wake me up a bit with so­cial me­dia be­cause I’ve never taken a lot of no­tice, so we’ll wait and see.

“We like to at­tract big brands, and this is one of the big­gest brands there is. They’ll cer­tainly bring fresh ideas into F1.”

Ec­cle­stone added that Heineken’s spon­sor­ship is “prob­a­bly go­ing to help” the Ital­ian GP sit­u­a­tion.

This year’s event is the last of the cur­rent con­tract and no new deal is yet in place de­spite lengthy ne­go­ti­a­tions.

“They need a bit more help,” Ec­cle­stone added. “It’s very, very, very po­lit­i­cal. It’s get­ting all the peo­ple who are in­volved to agree on some­thing.”

Com­pany lo­gos al­ready at tracks

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