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Heineken to enter F1 with major sponsorship deal

  • Published on 12 May 2016 11:04
  • comments 3
  • By: Rob Veenstra

Dutch beer brewer Heineken is reportedly entering formula one with a major sponsorship deal. A month ago, F1 legend Sir Jackie Stewart announced that, "Very soon, a "large internationally-renowned company will come into F1 as a global sponsor".

De Telegraaf, a Dutch newspaper, said that brand is Heineken, with the first signs of the deal to be trackside during the Canadian grand prix next month. "Heineken will probably also enter into a partnership with one of the teams as part of the sponsorship agreement with FOM," the report said, valuing the five-year deal at some EUR 200 million. Heineken, also a sponsor of football's champions league, owns 43 per cent of Force India chief Vijay Mallya's drinks conglomerate United Breweries.

Meanwhile, Ferrari backer Shell, another Dutch multinational, has announced it will stop its trackside deal with F1 as well as its naming rights of the Belgian grand prix. "It has chosen instead to focus on and strengthen its newly-upgraded partnership with Scuderia Ferrari," said Shell sponsorship manager Kai-Uwe Witterstein. (GMM)

Replies (3)

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  • Pompey

    Posts: 84

    Any guesses that it could be Red Bull?

    • + 0
    • May 12 2016 - 16:24
    • khasmir

      Posts: 893

      I don't think so, probably RB is not too fond to have another beverage producer on their car. And they are sort of competition, when you are at a party you could be forced to choose between a Heineken and a vodka-redbull ;-)

      Maybe this could be a hint for Inbev. If any "Belgian" company (ok, not 100% anymore) can provide the funds to get someone like Vandoorne in F1, then it is them. If funds are still an issue that is, after what he has shown on track...

      • + 0
      • May 12 2016 - 18:49
    • If so, then McLaren might get a third drinks company on their car. Might refer to the next chassis as the MP4-B002E. ;)

      • + 0
      • May 13 2016 - 10:11

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