The FIA ABB Formula E Championship announced on Monday that they have entered into a multi-year partnership with Heineken who will become the all-electric racing series official beer and cider partner starting with the 2018/19 season.
Speaking at a special event in Amsterdam to mark the announcement, Formula E founder and CEO Alejandro Agag commented by saying:
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.
Senior Director Global Heineken, Gianluca Di Tondo commented on the news saying:
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’ll 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. 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.
The new partnership will see extensive branding across ABB Formula E events with trackside advertising and primary sponsorship at the ePrix events in Santiago, New York, Rome and Mexico City.
Heineken will also run campaigns ‘When You Drink, Never Drive’ throughout the championship.