Heineken becomes global partner to F1

Heineken has become a global partner to Formula One.

The drinks giant had been exploring sponsorship opportunties in F1 for several months, before settling with the organizor themselves.

It has signed a four and a half year deal with FOM, and from 2017 it will be a headline sponsor of three Grand Prix.

No Heineken signage will appear on any of the cars, and it will launch an anti-drink campaign to link to its partnership.

Heineken will look to try push the sport’s digital outreach, which has often lagged behind F1’s TV viewership.

No figures were released on the value of the deal, but Heineken confirmed it represented 10% of their global media budget.