HEINEKEN announces worldwide partnership with Formula E

10/15/2018, 10:30 AM (Source: GlobeNewswire)

Amsterdam, 15th October 2018: HEINEKEN and Formula E have reached an agreement for Heineken® to become an official partner of the ABB FIA Formula E Championship. The five year partnership will begin in the forthcoming 2018/19 season and will see Heineken® join the electric street racing series as Official Beer and Cider Partner.

Alongside taking the exclusive designation as a worldwide partner of Formula E, Heineken® will also have substantial pouring, activation and access rights across events and key race locations; including Santiago de Chile, Mexico City, Rome and New York City.

Heineken® will officially launch the partnership during the 2018/2019 season. The launch will include circuit branding, digital initiatives, PR activation and live fan experiences. Heineken® will not be visible on any of the new-look Gen2 Formula E cars.

Gianluca Di Tondo, Senior Director Global Heineken® brand 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 will 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."

He continued; "The new partnership complements our association with Formula One(TM), and other sponsorship platforms such as UEFA Champions League and Rugby World Cup, which have proven highly successful[1] in growing our global footprint as well as drinking occasions in targeted geographies."

Founder & CEO of Formula E, Alejandro Agag, commented; "Heineken® has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world. We are very much looking forward to bringing their experience to the ABB FIA Formula E Championship. It is 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."

An important aspect to the Formula E partnership will be to further embed Heineken®'s enjoy responsibly message, which is a key part of the company's Brewing a Better World sustainability strategy.

The award-winning campaign, "When You Drive, Never Drink", communicates a powerful anti-drink driving message where consumers are left in no doubt - when you drive, you never drink.

It reinforces the company's view that when you're behind the wheel, abstinence is the only option. Using the Formula One(TM) partnership as a platform, the campaign was launched in 2016 with a hero film, featuring road safety pioneer and F1 legend, Sir Jackie Stewart.

In 2017, Heineken® conducted wide ranging global research into behavioural drink driving triggers. The insights from this have enabled the brand to better target its marketing in order to reduce drink driving. The 2018/19 campaign features a robust behavioural change programme and a new communications campaign, featuring former F1 World Champion and Formula E investor and ambassador, Nico Rosberg, both with a clear commitment to drive real change.


Editorial information:

For more information, please contact: David.Pugh@Heineken.com

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and speciality beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management.

Through "Brewing a Better World", sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets.

We employ over 80,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp.

About 'Enjoy Heineken Responsibly':
'Enjoy Heineken® Responsibly (EHR),' is our global brand-led approach to promote responsible consumption, first launched in 2004. Whilst the Enjoy Heineken® Responsibly is the flagship of our commitments, we are of course promoting responsible consumption throughout our brand portfolio. As an industry leader, we believe we should lead by example, playing an active role in promoting responsible and moderate consumption of alcohol. HEINEKEN employees are ambassadors for our responsible consumption agenda and, around the world, many markets have developed tailored activations to spread the message locally. We also work in partnership with many stakeholders to encourage responsible attitudes and to understand and address alcohol misuse.

About the ABB FIA Formula E Championship:
The ABB FIA Formula E Championship is the electric street racing series and the world's first fully-electric international single-seater category in motorsport. Formula E brings intense and unpredictable racing to some of the world's most recognisable and progressive cities - including Hong Kong, Rome, Paris, Berlin and New York.

Formula E enters a new and exciting era in season five with the competitive debut of the next generation car. The striking new model boasts a distinctive futuristic design and demonstrates a clear step-up in performance with almost double the energy storage capacity - allowing teams and drivers to complete a full race distance at higher speeds without needing to swap cars. The Gen2 car is a testament to the ongoing advancements in battery and electric vehicle technology in the space of only four years.

The fifth edition of the ABB FIA Formula E Championship will see 11 teams and 22 drivers tackle a variety of challenging circuits in 12 cities - across five continents - in a bid to be crowned champion. Formula E will be making its debut in the Middle East on December 15 for the season-opener in Ad Diriyah, with the championship once again coming to a close in New York City over the course of two days on July 13 & 14.

The concept of Formula E is to act as a platform to test and develop road-relevant technologies, helping refine the design and functionality of components and infrastructure - actively speeding-up the transition and uptake of electric vehicles on a global scale.

Formula E is continuing to attract some of the leading names and renowned brands in motorsport and the automotive industry. For this season, Formula E has nine manufacturers on its roster - including Nissan - taking over the existing entry from Renault - and BMW linking-up with Andretti. This number is set to rise further still, with the highly-anticipated inclusion of Mercedes-Benz and Porsche in season six.

Follow Formula E:
Facebook - www.facebook.com/FIAFormulaE
Instagram - www.instagram.com/FIAFormulaE
Twitter (@FIAFormulaE #ABBFormulaE) - www.twitter.com/FIAFormulaE
YouTube - www.youtube.com/user/FIAFormulaE

[1] Source: Blauw Research 2017. Heineken® is number 1 in both top of mind and total spontaneous sponsor awareness.

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The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein.
Source: HEINEKEN NV via Globenewswire

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