Cibi e Bevande
HEINEKEN® EXTENDS F1® SPONSORSHIP AS GLOBAL PARTNER, FUELLED BY THE SPORT'S PHENOMENAL GROWTH
The growing popularity of the sport has seen F1's total social media following explode by 23% since 2021, totalling 60.6 million, with significant growth in markets such as the USA which specifically saw a 42% boost from 2021.
This incredible growth of more diverse fans coming into the sport has furthered Heineken®'s motivation to extend their partnership with F1®. The Dutch beer brand has a clear focus on targeting this new audience with their responsible consumption messaging, including the launch of their new gaming initiative – Player 0.0, created with Heineken® 0.0 ambassador Max Verstappen . These campaigns in collaboration with F1® will continue to focus on promoting the world's most popular zero-alcohol beer, Heineken® 0.0; the perfect pairing for a race weekend.
With F1®'s meteoric rise in popularity, Heineken® will be creating experiences to meet the followers' expectations; continuing to entertain fans across the globe and showcasing that F1® is 'more than a race'. It is a 72-hour spectacle of energy and unique atmosphere, taking place in some of the world's greatest cities.
Since entering the world of 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 2022 . Heineken® will continue to innovate through their marketing campaigns with F1®, with their 2023 'When You Drive, Never Drink' creative coming soon. On top of this, Heineken® has committed to investing 10%+ of all media budgets to support responsible consumption programmes.
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