Heineken Named Exclusive Global Beer Partner with Formula One Racing

Destiny A. Lopez  |

Nearly 150 years ago, Heineken (HEINY) began as a single brewery in Amsterdam. Today, Heineken has expanded beyond its iconic green bottle and instantly recognizable logo to a global beverage company that boasts an impressive beverage portfolio.

As a leader in the beverage space, the company’s dedication not only lies in delivering a quality product; but, also in running a sustainable operation and further increasing their brand recognition by securing strategic partnerships. Recently, the company revealed a major operational milestone with its latest development. Earlier this month, Heineken entered into a global partnership with Formula One Management, the world's most prestigious motor racing competition.

According to the company’s official website, the partnership states that Heineken will have the following:

  • Be the F1® Event Title Partner of three Formula 1® Grands Prix in 2017 and beyond.
  • Have presence at additional F1® Events chosen as designated by Heineken® and Formula One Management.
  • Be the exclusive Global Beer Partner of Formula 1®.
  • Have pouring, activation and access rights across the majority of F1® Events in the FIA Formula One World Championship™.

Also, as part of the agreement, Heineken® will create fully integrated global F1® 'Open your World' manifesto and "If You Drive, Never Drink"campaigns, with David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.

"This partnership complements our existing global platforms, enabling us to reach F1's huge spectator numbers and 400 million unique television viewers every year,” said Gianluca Di Tondo, Senior Director Global Heineken® Brand at HEINEKEN. “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."

The landmark partnership will commence at the upcoming Formula 1 Gran Premio Heineken D’Italia 2016, in Monza, and run for a multi-year term.

Furthermore, this past May, the company entered a joint venture agreement with Asia Brewery Incorporated, a beverage producer based in the Philippines, where AB HEINEKEN Philippines Inc. will be formed. "This joint venture with Asia Brewery, Inc. in the Philippines represents a good business opportunity for HEINEKEN,” said Frans Eusman, President of HEINEKEN Asia Pacific. “It increases our exposure to another market in the region with strong growth potential."

So far, 2016 has proven to be an eventful year for Heineken. It’s latest global partnership, along with its other joint ventures, further secures the company’s position has a force in the beverage space. The investment community looks forward to further developments from the company.

To learn more about Heineken N.V., visit www.theheinekencompany.com.


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