Sony Corporation completes acquisition of Beyond Sports

Sony Corporation announced that Sony is reconstructing its sports business organisation following a recently completed acquisition, and welcomed Beyond Sports into Sony Corporation’s sports business.

Beyond Sports will drive its business alongside Hawk-Eye and Pulselive as part of Sony’s sports business. The addition of Beyond Sports to the group is a key pillar in providing Sony’s clients with the very best end-to-end services in the sports data and tech space.

Hiroshi Kawano, Corporate Executives and Executive Vice President of Sony Corporation stated: “We are confident that the acquisition of Beyond Sports will further strengthen our sports businesses to realise new sports entertainment bridging live and virtual worlds. By maximising Beyond Sports’ technology and expertise, we aim to create new sports entertainment experiences that unlock the power and emotion of sports.”

Rufus Hack, CEO of Hawk-Eye & Pulselive stated: “We are delighted to welcome Beyond Sports as we further strengthen Sony’s sports business. We feel that marrying the unique capabilities of Beyond Sports alongside the incredible businesses of Hawk-Eye and Pulselive will truly enhance our ambition to be a strategic partner to the world’s biggest sports leagues.

Beyond Sports has an incredible reputation in the sports industry for delivering world class data and using that data to create new and immersive sports content experiences. We are excited to continue to build out the breadth and distinctiveness of our capabilities and feel the data tracking expertise of Hawk-Eye paired with the data visualisation expertise of Beyond Sport will be a winning combination for our clients.”

Sander Schouten, Beyond Sports’ CEO & Co-Founder echoed Hack’s statement: “We couldn’t be happier to be joining Sony’s sports businesses. Hawk-Eye and Pulselive offer an incredible suite of products and services to their clients globally, across different sports and end user touch points, and we’re excited to add ourselves to these conversations.

“Our vision at Beyond Sports has always been to challenge the status quo when it comes to sports data, data visualisation and sports content consumption, and we will keep on doing so for the benefit of everyone involved. We believe that we can accelerate that process alongside the existing businesses, to fully utilise the combined potential and cater to the needs of the new generation of sports fans.”

Beyond Sports – From Data to Digital Engagement

Beyond Sports technology is already being used by the biggest names in the sports industry and it has powered the hugely successful and Sports Emmy winning NFL Wildcard game in 2021 as well as the popular NHL Stanley Cup Blocky livestreams.

The Beyond Sports team brings an additional layer of data expertise to the group, especially when it comes to human movement sciences and modular yet scalable applications. Its proprietary engine will accelerate collective efforts in making three dimensional visualisations and applications available to rights holders and fans.

Beyond Sports’ efforts are platform agnostic, meaning that any output format imaginable is ready to be used instantly, from traditional TV all the way to fully immersive mixed reality headsets, positioning itself as the gateway to (live) sports in the Metaverse. Enhancing The Core Foundation of Sony’s Sports Businesses Hawk-Eye and Pulselive form the core foundation of Sony’s sports businesses, with a shared commitment to deliver best-in-class officiating, broadcast and digital solutions to the sports world.

Adding Beyond Sports to the family means a step closer for the group to a full end-to-end partnership for sports rights holders. Hawk-Eye and Pulselive look to grow in meaningful ways that address changing client needs, and we felt that Beyond Sports was the perfect fit.

For existing partners, this is an active step towards not only receiving best-in-class officiating and digital technology, but also an outlet for the group’s unique data capture capabilities to drive additional commercial value and fan engagement opportunities.

ITV launch free streaming platform ITVX

ITV announced the official launch date of new, free streaming platform ITVX. Replacing ITV Hub as the online home of all ITV content, viewers can expect a new and improved product experience through ITVX as well as more new and exclusive programmes  to stream for free, than anywhere else.

ITVX will be rolling out across devices and platforms in the coming weeks, to ensure viewers have full access to all content, including the new, exclusive to streaming titles which will go live on Thursday 8th December.

At launch, viewers will have access to over 10,000 hours of content in high definition, and ITVX will also drop new and exclusive programmes every week of the year.

Viewers can also expect the full range of ITV drama past and present to go on the service, as well as  documentaries, cult classics and hundreds of blockbuster films which will all stream for free from Thursday 8th December.

All ITV’s channels will be available to livestream through ITVX, as well as additional themed channels (known as FAST channels), and a dedicated news section on ITVX.

ITV’s Chief Executive, Carolyn McCall said:

“We’re really excited to launch ITVX, with more content available than ever before, and a whole range of exclusive commissions. ITVX is powered by a significant, streaming-first commissioning budget, and an integrated technology and data platform providing a high quality, and more personalised viewing and advertising experience, that will continue to evolve in 2023 and beyond.”

ITVX Commissions 

ITVX will premiere a collection of top quality new dramas on 8th December, which will only be available for free on the streamer. ITVX’s inaugural commissions which will be available on launch day include hotly anticipated six-part cold war drama A Spy Among Friends starring Damian Lewis and Guy Pearce, provocative new teen drama Tell Me Everything, powerful period drama The Confessions of Frannie Langton starring Karla-Simone Spence, Sophie Cookson and Patrick Martins and Plebs: Soldiers of Rome, the feature-length special finale to the popular comedy series.

At least one flagship show will then launch on ITVX per week going forward. Litvinenko  starring David Tennant and Mark Bonnar will launch on Thursday 15th December, and high stakes family drama Riches starring Deborah Ayorinde and Hugh Quarshie will launch on 22nd December alongside landmark natural history documentary A Year on Planet Earth, presented by Stephen Fry. Gripping four-part thriller Without Sin starring Vicky McClure and adrenaline-fuelled new game show Loaded in Paradise will launch on 28th December. Nolly, Russell T Davies’ upcoming drama on Crossroads’ Noele Gordon, will launch in early 2023.

Full Series Drops 

In addition to the series premiering and streaming exclusively on ITVX, the service will also be launching full series of upcoming flagship ITV shows on their first day of broadcast, allowing viewers to binge watch to their hearts’ content. Early examples will include real life drama Stonehouse starring Matthew Macfadyen and Keeley Hawes and the new series of Unforgotten which will be made available in early 2023. These series are in addition to the vast library of over 200 both recent and classic US and UK dramas, comedies and reality shows that will be available to users.

Films 

On 8th December ITVX will launch with over 250 feature films, with a thousand films to be made available to stream each year. Films available at launch will include the Back to the Future trilogy, the Despicable Me trilogy, Wonder Woman and many more. The full Fast and Furious series of films will be launched in 2023.

Documentaries 

ITVX will launch with an impressive array of documentaries including the breathtaking natural history documentary A Year On Planet Earth, which draws on spellbinding and dramatic stories from all corners of the globe.

ITVX will also feature a dedicated true crime collection which will feature over 150 hours of nail-biting viewing including Monster in My Family, which delves into the lives of serial killers in a way that’s rarely seen. The Case Against Cosby – a premium documentary exposing new truths about accusations against the comedian will follow in 2023.

ITVX factual commissions Rolf Harris: Hiding in Plain Sight (w/t), The Rise and Fall of Boris Becker (w/t) and A Murder in the Family will also launch in 2023.

Science Fiction and Fantasy 

Those seeking to escape into another world through their viewing choices will also be catered to, with a robust science fiction and fantasy offering ranging from classics including Thunderbirds, Captain Scarlet and the Mysterons, Terrahawks, Joe 90, Stingray, Space 199 and UFO, to the likes of Supernatural, The 100 and Nikita, and classics in the making including Astrid & Lilly Save the World and Korean-American hit series Dramaworld.

News

ITVX represents a new and exciting way for news to be consumed by audiences. Viewers can expect to see a dedicated rail featuring the most significant and interesting stories, updated throughout the day, some in bitesize easily digestible video and other longer more in-depth reports of news from ITV’s bulletins, and in the morning, GMB. ITVX will work in tandem with the ITV News website and ITV News social pages, with a range of reporters and presenters delivering new content daily, in the latest expansion of ITV’s award-winning journalism offering.

Choicely announce partnership with Eerikkila Outdoor & Sport Resort

The motto for Eerikkilä Outdoor & Sport Resort is “develop yourself, feel good and enjoy”.

The resort lives up to it by providing varied facilities and services from sports and education to corporate and recreational purposes.

Their brand new mobile app is called E.App.

E.App in a nutshell

E. App is a comprehensive package of things to do and experience in Eerikkilä, combined with offers and information of the resort, including a virtual 360 map. Customers can also book a vacation or register for events with E. App.

“We want to invest in improving our customer experience, and E.App is one concrete measure for that. The most important task of E.App is to make doing business with us even easier. We want to make our offering clearly visible from the lunch menu to upcoming events.”, says Elina Pennanen, Communications Manager of Eerikkilä Sports & Outdoor.

E.App in a nutshell:

  • Current events, offers and news
  • Book activities, events, vacations or meetings
  • Make a virtual visit to Eerikkilä with an interactive 360 map
  • Things to do, inside and outside
  • E.Way media portal: listen podcasts, watch videos, get to know Eerikkilä’s E.Way wellbeing philosophy or learn about football and floorball national team activities

The app is powered by Choicely.

“Having your own mobile app is a natural way to improve customer service and communication. Eerikkilä is making a digital leap by widely offering its services in a mobile-optimized format.”, says Kaius Meskanen, CEO of Choicely.

“It was important for us to find an agile Finnish partner, who is easy to co-operate with and who also invests in customer experience and constant development of their services.”, says Elina Pennanen from Eerikkilä.

“From the beginning, Choicely has been committed to developing the application to suit our needs, and to continue the work in the future as well.”, adds Pennanen.

In the future, the plan is to make booking and payment possible for more activities in E.App, which will further facilitate transactions.

Tashkent announced as host of IBA Mens World Boxing Championships with record prize money

IBA President Umar Kremlev opened the press conference in Dubai today to speak about the IBA progress made in the last months. He confirmed that the IBA Men’s World Boxing Championships 2023 will take place in Tashkent on May 1-14. 

‘I am confident that IBA Men’s World Boxing Championships will be held on the highest level in Tashkent, it will become one of the best in history. I have already visited Uzbekistan, I saw how they organized boxing tournaments. With their professionalism and love for boxing, they could be a role model for many countries. I am looking forward to seeing new champions crowned in Tashkent,’ IBA President Umar Kremlev said.  

‘For the first time in history, we will have a record prize money fund, $5.2 million USD. For the first place, the award is $200,000 USD, for the second place $100,000 USD, and for each bronze medalist $50,000 USD,’ the President added. 

Bowls England announces three-year partnership with Riviera Travel

Bowls England is delighted to announce a three-year partnership with leading luxury river cruise and tour company, Riviera Travel. The agreement sees Riviera Travel become an Official Partner of Bowls England providing all year round marketing benefits, including rights to Bowls England’s flagship National Finals held at Victoria Park, in Royal Leamington Spa.

This announcement adds to a successful summer for lawn bowls. Birmingham 2022 produced England’s record medal haul in Commonwealth Games, the sport’s qualities were showcased across mainstream media and many people have been inspired to give the game a go. This partnership will support the creation of a legacy from the home Commonwealth Games as Bowls England pushes forward with its strategy to grow participation in lawn bowls

Riviera Travel has over 38 years’ experience and offers 2,288 tours in the UK, Europe and worldwide. It prides itself on making the discovery of the world a luxurious, affordable, and effortless experience, and is proud to be the go-to travel brand for over-55s who are seeking to learn, discover and be inspired by authentic and enriching travel experiences. The shared values, audience fit and Riviera Travel’s commitment to quality customer service, earning the coveted status of Which? Recommended provider for ten years, means it’s a perfect collaboration.

“We are super excited to partner up with Bowls England! As a business we share the same values and goals. We are a sociable brand, and our customer demographics match perfectly,” said Vicky Billing Head of Partnerships, Riviera Travel. “Having recently attended the Commonwealth Games, I was so enthused with how passionate the bowls community is and love the idea of intergenerational fun!  We are very much looking forward to developing the partnership.” 

Bowls England Chief Executive, Jon Cockcroft, added, “we are delighted to be partnering with Riviera Travel, a brand with true pedigree and values close to our heart. We are both motivated by creating life-affirming experiences and there is great synergy between our respective audiences.  We hope the relationship will inspire more people to enjoy spending time on the bowling green or a river cruise.” 

Member Insight: What success for the Red Roses could mean for the future of women’s rugby

Now more than ever the Women’s Rugby World Cup has the power to inspire children largely due to the visibility of the tournament. Historically, women’s rugby has only been watched by a small pool of people, but this year’s Women’s Rugby World Cup being available on ITV means its more accessible to the general public.

I’ve been fortunate enough to be out in New Zealand for the Women’s World Cup this year, and it’s been amazing seeing all the young children feel inspired by the players. It seems that children are finally seeing women play and accepting it as normal – which sadly wasn’t the case when I was young. 

When the Lionesses won the Euros earlier this year, we saw children up and down the country getting inspired by their fantastic achievement and taking up the sport themselves. While rugby might still be a little behind, we’d love to see the success of the Red Roses have the same impact on children after the World Cup, or at least open doors and encourage more opportunities for young children to get involved in rugby – especially girls. 

Social media is also playing a key role in inspiring the next generation. Next year’s Women’s Six Nations is sponsored by TikTok – which is the perfect platform to attract children to the sport. Not only that, but the Red Roses are also going to be playing France at Twickenham Stadium on the 29th April – which is a brilliant opportunity to get as many children – boys and girls – into the stadium to watch a game, possibly their first ever rugby game, at an iconic stadium in England. 

It is inevitable that women’s rugby is going to continue growing, and ultimately become phenomenally better. The thing with rugby, and all sports for that matter, is that the better the standard, the more opportunity it has to become even bigger and even better.

There is a knock-on effect – the better the standard, the more support players and teams have around them, which consequently leads to further success. 

Women’s rugby didn’t receive lottery funding until towards the end of my career, and up until that point, we relied on the voluntary support of coaches and medical staff. 

Today, female rugby players have access to the best level of support including coaches, physios, sports therapists, recovery tools, nutrition and more. 

Consequently, players are performing better, which inspires more people to play, which helps the sport continue to grow. 

Different forms of rugby are also continuing to grow. For example, we’ve seen a real rise in tag and touch rugby over the past few years. It’s no surprise that one of the main reasons which puts women off rugby is the contact element of it, which is why games like tag and touch are so brilliant – they provide women with a way to enjoy rugby without the concern of being tackled to the ground. 

This is a really exciting time for women’s rugby, and it’s going to be fantastic to watch the next generation come through and see where we can take the sport. 

The Women’s Rugby World Cup could be the moment we need to encourage more people than ever into the sport. We’re ranked number one for a reason, we’re the best team there. That said, we don’t want to be complacent as France and New Zealand both have the ability to beat us on the right day – which is what makes the tournament so exciting. 

If you are interested in learning more about ways in which Women’s Sport is progressing towards equality listen to the Advantage All Global Forum, in partnership with the ITF. Sign up here: https://share.hsforms.com/18j-5wqceSaqiy0HFyPD9pA31xsb

What sets us apart from the other teams is our strength in depth – there isn’t a single player on the field who can’t be replaced by an equally as good player on the bench. 

My role as a Wooden Spoon Ambassador allows me to give back to the community through something I am passionate about. 

Wooden Spoon is the children’s charity of rugby. They are a grant-making charity and fund life-changing projects across the UK and Ireland. The charity aims for every child and young person to have access to the best life opportunities, regardless of their background, through the power of rugby. 

I have been involved in the charity since the mid-90s when I was England captain, and I absolutely love it. The work they are doing is incredible, and I’m honored to play a small part in helping them to achieve their goals. 

I love getting involved in whatever way I can. Most recently, I played at Vets Fest – a tournament of male and female seasoned rugby players coming together to raise funds for vulnerable children and young people across the UK. 

Gill Burns MBE, former rugby union captain and Ambassador of Wooden Spoon, the children’s charity of rugby

MODUS Super Series – learn a bit more about the newest competition in Darts

The MODUS Super Series, launched at the start of September, we spoke to their Head of Operations Billy Lovell about the new series and what they are aiming to achieve.

Why did you decide to start a new darts competition?

MODUS are always looking at ways to help players improve with the view to making the transition from amateur to the professional ranks a smoother, more achievable process. Following a long thought process it was decided to give amateur players the chance to compete in a professional environment, similar to a full scale TV stage environment including a live broadcast, offering them the chance to gain vital experience under match conditions against top class opponents from around the world.

Could you briefly outline the competition’s format?

Twelve players play per week across three groups. By the end of the Friday evening session the field is cut by 50%, meaning six players make it through to the final evening on Saturday night. Each Saturday night finals winner will then qualify for Finals Week. This is then repeated for 12 weeks, giving us the 12 players for the Series-End Finals Night, where the winner walks away with £20,000. 
 

A lot of darts fans only tune into the World Championships at Alexandra Palace. Is this part of a move to try and keep them interested all year round?

The World Championships at Alexandra Palace are the pinnacle of the darting calendar. Our aim is to help provide the platform for players to go on to qualify for this, in turn giving darts fans the opportunity to tune in to see the up and coming players while following them as they progress to the professional ranks in the game.  

With a new competition you have a chance to try new things. What sort of new stuff will we be seeing on our screens?

With the MODUS Super Series being a new event, innovation is of course important to us and we have a few things up our sleeves. There are plans to change up the line-ups with special weeks moving forwards, while we will also be looking to introduce new format changes when the time is right, but nothing is set in stone as of yet and this is still being discussed internally. 

Fan experience is so important and at Alexandra Palace the fans play a massive role. What are you going to be doing to make sure all the fans that attend will have as good of a time as possible?

As with any live sport, fans play a huge part when it comes to darts events, and so developing the MODUS Super Series fan experience is another important element to our long-term strategy. We are constantly working on fan engagement and are looking to introduce pre-event entertainment along with special appearances at events and competitions for all fans.

What does success look like from this?

Our aim is to create an experience that will keep the fans coming back time and time again, building momentum as we move towards Grand Finals week. If the fans are coming back time and time again, then we are on the right path towards building a successful event.  

Formula 1 announce renewal and expansion of partnership with AWS

Formula 1 announced a renewal and expansion of their partnership with Amazon Web Services, Inc. (AWS) that will see the world’s most comprehensive cloud platform become a Global Partner. The partnership will begin a new phase of innovation and digital transformation of the sport. AWS and F1 share a passion for technological innovation and will work together to build the fan experience of the future.

Since 2018, F1 and AWS have innovated together through the use of AWS machine learning (ML), launching 20 data-driven F1 Insights on live TV that offer unique race strategy, car performance, and competitor insights to fans. The power and scale of AWS’s high performance computing (HPC) enabled complex two-car Computational Fluid Dynamics (CFD) aerodynamic simulations that contributed to the 2022 car design and more of the wheel-to-wheel action that fans love.

The renewed joint technical venture between AWS and F1 will explore new, unique, and innovative ways for fans to enjoy F1 through the power of machine learning, artificial intelligence and cloud technologies. Together, F1 and AWS technical experts will work to design solutions across the areas of motorsport, media and data architecture, future track designs, and delivery of regionalised media offerings, as well as exploring the fusion of gaming, live event, and live action experiences.

Sustainability is a key focus for F1 as it works towards being Net Zero Carbon by 2030. The partnership with AWS will continue to explore opportunities for sustainable solutions across the sport, building on previous work to reduce freight and personnel travel through remote production capabilities.

STEM talent is critical to F1 and AWS and an area that will see increased focus through the successful AWS Deep Racer and AWS Gameday programmes run in collaboration with F1. These programmes offer direct access to technology-related entertainment, competition, and education through F1-themed platforms, offering a unique way for fans to learn and develop machine learning and artificial intelligence skills.

Brandon Snow, Managing Director of Commercial, Formula 1, said: “Since 2018 AWS and Formula 1 have worked hand in hand to deliver insight and analysis for all our fans. Together we have successfully delivered the speed, scalability, and reliability Formula 1 requires to bring the expert analysis and insights to all our audiences and stakeholders. AWS has the global reach, partner community, and breadth and depth of cloud services that help Formula 1 engage with fans in multiple markets. We look forward to the next chapter of this powerful partnership which is central to F1’s fan experience and growth strategy over the coming years.”

Matt Garman, Senior Vice President of Sales, Marketing, and Global Services of AWS said: “AWS helps companies push the limits of what their data can do. With such a data-driven sport as F1, this partnership has been a natural fit – helping the sport better utilize, analyse and act upon data to deliver insights to fans that weren’t possible before this collaboration. Leveraging the power of the world’s leading cloud, F1 is engaging with its growing global fan base in unique ways. Their vision and execution for digital transformation is impressive and we are excited F1 has selected AWS to continue to innovate together.”

ASICS take step forward into Web3 with Solana

ASICS today takes a major step forward in its commitment to get the Web3 community moving with the launch of the new ASICS x Solana UI Collection.  Featuring custom-made GT-2000™ 11 running shoes, customers will automatically receive a loyalty ASICS Badge NFT with purchase, with a chance to receive an airdrop of a limited number of ASICS x STEPN GT-2000 NFTs.  The shoes are exclusively available to purchase with USDC digital dollar currency via Solana Pay at ui.asics.com and available for pre-order for a limited five-day period from November 4 – 8.  

Exclusively Designed for Everyday Activity 

In a move to deliver on ASICS’ Web3 mission to create world-class experiences that get the global Web3 community moving, the collection has been exclusively designed for everyday activity.  Suitable for all abilities, the GT-2000™ 11 performance running shoe is available in two custom designs: “light mode” and “dark mode”. The understated Solana-inspired design comes from the user interfaces (UI) on computer and phone screens to symbolize a healthy balance between screen time and physical activity.   

ASICS Shows Future of Web3 Commerce 

The first ever globally distributed physical product available to order using USDC on Solana Pay, ASICS has brought the best of physical and digital commerce together to provide a seamless end-to-end customer experience:  

  • Borderless: Anyone in the world can buy as many shoes as they’d like 
  • Instant: Global purchases in USDC digital dollar currency powered exclusively by Solana Pay, a decentralized payment standard and protocol built on Solana 
  • Rewards: Automatically with their purchase, customers receive ASICS Badge NFTs which will unlock access to future tokengated ASICS rewards and experiences 
  • Tokengating: ASICS Badge holders have an opportunity to receive a tokengated airdrop of ASICS x STEPN NFT sneakers, which can be used to play the powerhouse Move and Earn app that brings people to a healthier lifestyle by rewarding them with tokens for being active 
  • Global efficiencies: The limited pre-order window reduces inventory and increases overall efficiencies in the production process – ASICS won’t make or ship more products than are purchased 

    Commenting on ASICS latest announcement, Joe Pace, Director of Web3 and Digital Goods at ASICS says, “The launch of the ASICS x Solana UI Collection is a major step forward for ASICS Web3 commerce.   We’re proud to leverage Solana Pay and partner with STEPN to help us scale our mission to inspire the global Web3 community to create healthy habits with our products. Building on learnings and successes from our Sunrise Red and Genesis STEPN collections, we’re excited to continue delivering world-class Web3 experiences.” 

    “As a first mover in this space, ASICS is leading the industry by showing how customers and brands can come together around tokengated experiences that provide ongoing e-benefits to both sides,” said Josh Fried, Head of Payments Business Development at Solana Labs.  “Furthermore, by using USDC payments on Solana Pay, ASICS is breaking down geographic barriers to facilitate transactions around the world and showing just how much more can be done with Web3 commerce.”   

Heineken announced as title race partner for 2023 Las Vegas Grand Prix

The world’s most anticipated F1® race, next year’s clash in Las Vegas, has today been officially announced as the FORMULA 1 HEINEKEN® SILVER LAS VEGAS GRAND PRIX 2023. This event will be the first ever Saturday F1® race, taking place at night on an epic street circuit, on 18th November 2023.

As a global partner of Formula 1®, Heineken® has a rich history in celebrating and amplifying some of the biggest global moments in the sport. This combination of F1®, Las Vegas and Heineken® is the perfect trinity for world class entertainment and exceptional fan experiences.

Maggie Timoney, CEO of HEINEKEN® USA, said: “The Heineken® Silver Las Vegas Grand Prix is the perfect culmination of our successful global partnership with F1® that has brought groundbreaking events to the tracks of Austin and Miami in the US. We are so excited to pair the most anticipated F1® race with our most anticipated innovation – Heineken® Silver.”

“Next year will be an extraordinary event which we are so thrilled to be part of.”

The announcement comes the day before the Las Vegas Grand Prix’s launch party, featuring a public fan zone with activations such as the Pit Stop Challenge, Esports Simulators, car and trophy photo opportunities, and more, as well as a live car run on the Las Vegas Strip with drivers from Oracle Red Bull Racing and Mercedes-AMG Petronas F1 Teams – all in celebration of the countdown to the FORMULA 1 HEINEKEN® SILVER LAS VEGAS GRAND PRIX 2023.

Since entering motorsport in 2016, Heineken® has been committed to real change around attitudes towards drink driving and re-launched their ‘When You Drive, Never Drink’ campaign back in May. Heineken® has always advocated responsible consumption, with global motorsport partnerships now providing an effective platform to destigmatize responsible drinking. On top of this, Heineken® has committed to investing 10%+ of all media budget to supporting these programmes.

Dolf van den Brink, CEO and Chairman of the Executive Board of Heineken® International,said: “We’re excited to be title partner of the most anticipated race of the 2023 season. The track takes in the sights of the iconic Las Vegas strip and promises to deliver an exceptional fan experience. With Heineken® serving up entertainment in the entertainment capital of the world, the Formula 1 Heineken® Silver Las Vegas Grand Prix will be so much more than a race. The countdown to 18th November 2023 begins!”

Stefano Domenicali, President and CEO of FORMULA 1, said: “We can’t wait to see the spectacle at the Las Vegas Grand Prix next November, and adding Heineken® as the title sponsor for the race takes it to the next level. Heineken® has become a huge part of the F1 family, providing exciting and engaging entertainment opportunities for our global fanbase, both at track and at home, and we can’t wait to see what they bring to the iconic Las Vegas Strip.”

Renee Wilm, CEO of FORMULA 1 HEINEKEN® SILVER LAS VEGAS GRAND PRIX, said: “We are thrilled to be able to expand on F1’s existing partnership with a world-class global brand like Heineken®. With their deep knowledge of hospitality and the Formula 1 brand, it was a natural fit to partner with them to create the ultimate fan experience in a town as vibrant and eclectic as Las Vegas and ensure that the FORMULA 1 HEINEKEN® SILVER LAS VEGAS GRAND PRIX will be the must-see sporting event of 2023.”