International brewer Heineken signs five year partnership with Formula E as official beer and cider partner. Engagement activities will include trackside branding, digital initiatives and live fan experiences. Also, Heineken® has secured pouring, activation and access rights across events and key race locations – including Santiago, Mexico City, Rome and New York City.
Gianluca Di Tondo, Senior Director Global Heineken® brand at HEINEKEN, said: “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 One™, 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.