HEINEKEN is to become the global partner for Formula 1.
The partnership will start in Monza this year at the newly named Formula 1 Gran Premio Heineken D’Italia.
Alongside the sponsorship Heineken is launching the ‘If You Drive, Never Drink’ campaign.
Senior director global Heineken brand Gianluca Di Tondo said: “F1 represents an opportunity 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; and enabling skill transfers between F1 and our employees.”
