F1 extends global Heineken sponsorship in multi-year deal

Dutch brewery has been a top-tier sponsor of global motorsport series for seven years.

Formula One has announced a multi-year extension of its global partnership with Heineken, continuing its seven-year relationship with the beer brand.


  • Martin Garrix, Heineken’s new global ambassador, will perform at selected Formula One events
  • Heineken will continue promoting its zero-alcohol product, Heineken 0.0, as part of the partnership

Context: Heineken has partnered with Formula One since 2016, promoting its ‘When You Drive, Never Drink’ campaign and investing more than ten per cent of all media budgets to supporting responsible consumption programmes.

The Dutch brewery also has an endorsement deal with Red Bull Racing driver Max Verstappen through the ‘Player 0.0’ initiative, a gaming activation designed to create a new virtual racing experience for fans.

Comment: Dolf van den Brink, chief executive and chairman of the executive board at Heineken, said: “F1’s rapidly growing, ever-changing fanbase was one of the many reasons why we extended our partnership. This is a fantastic opportunity for us to continue delivering world-class fan experiences, while also developing our responsible consumption messages to an increasingly engaged and relevant audience.

“With the Heineken Silver Las Vegas race later this year set to be a highlight, 2023 is going to be the most exhilarating season yet.”

Coming next: The renewed partnership will continue to focus on enhanced fan experiences at Formula One events globally, particularly at the inaugural Las Vegas Grand Prix, for which Heineken has already been announced as the title sponsor.

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