Formula One Management confirmed on Thursday ahead of this weekend’s Canadian Grand Prix in Montreal that they have reached an agreement that will see Dutch beer giant Heineken become a global partner of Formula One.
As part of a multi-year sponsorship deal Heineken trackside branding will appear from the Italian Grand Prix later this season.
The race in Monza has also been renamed the Gran Premio Heineken D’Italia 2016 and the deal will see the brewery sponsor three more Grand Prix from 2017 onwards. The partnership will also see Heineken become the official beer supplier to Formula One at Grand Prix circuits around the world.
The sponsorship deal with Monza should secure the circuits future as the host of the Italian Grand Prix beyond next season as it had been rumored that the iconic circuit could lose the Italian Grand Prix.
Heineken will use Formula One as a platform to promote their ‘I You Drive, Never Drink’ campaign. Former world champion Sir Jackie Stewart and race winner and Channel 4 F1 commentator David Coulthard have been named as ambassadors for various campaigns.
Heineken’s agreement is just with FOM and they will no affiliation with any team on the grid.