FDBusiness.com

Heineken Announces Global Partnership With Formula One

 Breaking News
  • AllinAll Ingredients Officially Opens New €5 Million Facility in Dublin An Taoiseach Leo Varadkar, TD (pictured above left), has officially opened AllinAll Ingredient’s new state-of-the-art manufacturing and Research and Development facility in Rosemount, Dublin. The company, which has been in the food industry for over 20 years, develops and manufactures ingredients, sauces and blends for the processed food market. Its R&D lead team have developed [...]...
  • Starbucks Extends Strategic Partnership With Arla Foods After seven years of a successful business partnership, Starbucks has a new strategic licensing agreement with the farmer-owned dairy co-operative Arla Foods. The two companies have signed a long-term 21-year strategic agreement, giving Arla Foods license to continue to manufacture, distribute and market Starbucks premium milk-based ready-to-drink (RTD) coffee beverages for the EMEA region (Europe, [...]...
  • Dual Quality of Food – European Commission Releases Common Testing Methodology The European Commission has just released a new common methodology for comparing the quality of food products across the EU. The Joint Research Centre (JRC), the European Commission’s Science and Knowledge service, has developed a common methodology to allow national consumer authorities to carry out tests comparing the composition and characteristics of food products sold [...]...
  • Müller Launches FRijj Ambient Range Müller has introduces FRijj with a longer lasting ambient recipe for the first time. The new FRijj ambient range is being produced at Müller’s Severnside site, which has benefited from substantial investment to create a new centre of excellence for milk drinks and fresh cream. Müller intends to use the increased capabilities at Severnside and across [...]...
  • Irish Gin Exports Up 433% in First Quarter of 2018 New CSO figures reveal that the value of Irish gin exports grew by a whopping 433 per cent in the first quarter of 2018, compared to the first quarter of 2017. In the first quarter of 2018, exports of Irish gin were valued at €935,000, compared to just €175,000 in the first quarter of 2017. [...]...

Heineken Announces Global Partnership With Formula One

Heineken Announces Global Partnership With Formula One
June 14
12:05 2016

Global brewer Heineken and Formula One Management (FOM) have reached an agreement for Heineken® to become a Global Partner of Formula 1® (F1®). This significant partnership will start this year at the newly renamed FORMULA 1 GRAN PREMIO HEINEKEN D’ITALIA 2016, in Monza, and run for a multi-year term.

From the 2017 F1® season onwards, Heineken® will be the F1® Event Title Partner of three Formula 1® Grands Prix (GP). It will also have a significant presence at several additional F1® Events chosen by Heineken® and Formula One Management. Heineken® will be the exclusive Global Beer Partner of Formula 1® and will also have substantial pouring, activation and access rights across the majority of F1® Events in the FIA Formula One World Championship(TM). Heineken® will not be visible on any F1® cars.

Heineken® will create fully integrated global F1® ‘Open your World’ manifesto and “If You Drive, Never Drink” campaigns. Activations will include F1® circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations. David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.

Gianluca Di Tondo, Senior Director Global Heineken® Brand at HEINEKEN, says: “Formula One is bigger than a race. It is a global event. F1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets. F1 delivers in three specific areas; strong commercial opportunities; expansion of our responsible drinking platform in new and innovative ways; and enabling skill transfers between F1 and our employees.”

HeinekenFormula1He adds: “This partnership complements our existing global platforms, enabling us to reach F1’s huge spectator numbers and 400 million unique television viewers every year. The hallmark of our long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise is our passion to excite our consumers. We will be bringing this passion to Formula One.”

Central to the partnership will be a clearly articulated and compelling ‘responsibility’ message. The Formula 1® global platform will provide Heineken® with even greater opportunities, globally and locally, to drive positive change. Consumers will be left in no doubt that Heineken® and Formula 1® are both clear; “If You Drive, Never Drink”.

The new campaign will build on HEINEKEN’s long standing commitment to use its flagship brand to convey the responsibility message.  Heineken® invests 10% of the brand’s global media spend on dedicated responsible consumption campaigns such as Moderate Drinkers Wanted and Dance More Drink Slow. The message is also delivered through sponsorship platforms such as UEFA Champions League and Rugby World Cup where one third of all pitch side advertising is dedicated to the message.  As well as at hundreds of music festivals and shows around the world. The messaging also appeared on more than 8 billion bottles and cans in 2015.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • June 17, 2018The Excellence of Italian Food and Wine (Bellavita Expo)
  • June 25, 2018Packaged., The 7th Global Summit
  • September 5, 2018Int'l Food Products and Processing Technologies Exhibition (WorldFood Istanbul)
  • September 15, 2018iba
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements