Commencing this season, the tie-up will see Heineken granted pouring, activation and access rights at events and race locations such as Santiago, Mexico City, Rome and New York City in the form of track side branding, digital initiatives and fan experiences.
Gianluca Di Tondo, senior brand director 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.”
Heineken will communicate its drink responsibly message as part of its collaboration, further fueling the brand's ‘Brewing a Better World’ strategy.
Heineken's most recent campaign saw it offer a fresh perspective on life with 'World's Most Unmissable Moments'.