The Formula E electric motor racing series has signed a five-year partnership with brewing giant Heineken.
The deal sees the Dutch brand become Formula E’s official beer and cider partner, starting with the 2018/19 season.
The partnership was announced at an event in Amsterdam with Formula E founder and chief executive Alejandro Agag and Gianluca Di Tondo, senior global brand director at Heineken.
Alongside the exclusive designation as official beer and cider partner, Heineken will have substantial pouring, activation and access rights across events and key race locations - including Santiago, Mexico City, Rome and New York City.
Agag said of the deal: “Heineken has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world. We’re very much looking forward to bringing their experience to the ABB FIA Formula E Championship.
“It’s an exciting time for the series and the involvement of a global premium brand such as Heineken confirms that this is a property continuing on its way up.”
Di Tondo added: “Formula E gives Heineken an excellent opportunity to engage with current and potential millennial and Gen-Z 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 ePrix 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.”
In addition to trackside branding, digital initiatives and live fan experiences, the partnership will further embed Heineken’s ‘enjoy responsibly’ messaging, which is a key part of the company’s ‘Brewing a Better World’ sustainability strategy.