Heineken commits to long-term deal with Formula E

Widely recognised Dutch beer brand Heineken, has committed to a multi-year partnership with electric racing series Formula E.

The five-year partnership will give Heineken substantial pouring, activation and access rights across events and key race locations – including Santiago, Mexico City, Rome and New York City.

As the official beer and cider partner of ABB FIA Formula E Championship series, Heineken will also incorporate digital initiatives and live fan experiences – the partnership will further embed Heineken’s enjoy responsibly messaging, which is a key part of the company’s ‘Brewing a Better World’ sustainability strategy.

Founder & CEO of Formula E, Alejandro Agag said: “Heineken has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world.

“We’re very much looking forward to bringing their experience to the ABB FIA Formula E Championship.”

“It’s 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.”

Senior Director Global Heineken brand at HEINEKEN, Gianluca Di Tondo added: “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.

“We’ll 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 1, 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.”

The deal officially starts in the 2108/19 season.