The Formula 1 management has announced a momentous partnership with Heineken that will see the beer brand become a Global Partner of Formula 1. This partnership will begin this year at the newly renamed Formula 1 Gran Premio Heineken D’italia 2016 in Monza.

Gianluca Di Tondo, Senior Director Global Heineken had this to say, “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. This partnership complements Heineken® existing global platforms, enabling us to reach F1’s huge spectator numbers and 400 million unique television viewers every year.”

Heineken Kenya Country Manager Nina Claudia Ndabaneze while addressing staff at their Nairobi offices had this to say, “Formula 1® is so much more than the race alone- it’s about the thrill, precision and
excellence. As a global partner we want to ensure fans of Formula 1® in Kenya are not left out in this journey. With the massive Formula 1® fan base locally, we want to create ways that will encourage fans of the sport to enjoy the races and in the process make them feel as though they are part of the experience.”

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”.