W Series, the all-female racing series that competes alongside the Formula One world championship announced that they entered into a partnership with Heineken® beginning with this weekend’s event at the Spa Francorchamps circuit in Belgium. Speaking about the news, W Series CEO Catherine Bond Muir said:
Heineken® is an iconic brand which has long been a supporter of some of the world’s premier sports, so to have them join us as Official Partner is a fantastic endorsement of W Series in only our second season of racing.
This is a partnership that will resonate through our fanbase. As a partner, Heineken® have far reaching goals and ambitions which complement W Series perfectly.
Our second season of on track competition has seen exciting racing and our fanbase continues to grow, especially by virtue of being part of Formula 1 Grands Prix at iconic venues. Heineken® is the latest partner to endorse and enhance our mission and we look forward to enjoying Heineken’s® support in Spa and beyond.
Julia George (Global Sponsorship Manager, Heineken®) said:
“Our multi-year deal with W Series enables us to create even more world-class experiences to enhance a sport that fans love. We know that fan passion is not determined by gender, but by coming together over the love for the sport. Fans can look forward to world-class sport and engagement opportunities through exciting track-side and digital activations including Star of the Track.
For Heineken® it’s a new chapter in our commitment to fans and we are proud to support W Series so early in what we are sure will be a long and rewarding journey ahead