From the 2017 F1® season onwards, Heineken® will be the F1® Event Title Partner of three Formula 1® Grands Prix (GP). It will also have a significant presence at several additional F1® Events chosen by Heineken® and Formula One Management. Heineken® will be the exclusive Global Beer Partner of Formula 1® and will also have substantial pouring, activation and access rights across the majority of F1® Events in the FIA Formula One World Championship™. Heineken® will not be visible on any F1® cars. Heineken® will create fully integrated global F1® 'Open your World' manifesto and "If You Drive, Never Drink" campaigns. Activations will include F1® circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations. David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.

Next Previous 1 / 3 Heineken announces global partnership with Formula One Management. Pictured (back row, left to right): Scott Quinnell, Gianluca Di Tondo, Stephanie Sigman, David Coulthard, (front row left to right) Sir Jackie Stewart, Bernie Ecclestone and Carlos Puyol. © Heineken © 2016 Getty Images

Gianluca Di Tondo, Senior Director Global Heineken® Brand at Heineken, said; "Formula One is bigger than a race. It is a global event. F1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets. F1 delivers in three specific areas; strong commercial opportunities; expansion of our responsible drinking platform in new and innovative ways; and enabling skill transfers between F1 and our employees." He added: "This partnership complements our existing global platforms, enabling us to reach F1's huge spectator numbers and 400 million unique television viewers every year. The hallmark of our long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise is our passion to excite our consumers. We will be bringing this passion to Formula One." Bernie Ecclestone, CEO of the Formula One group, said; "Heineken is a premium international brand with a super reputation for first class marketing. I am very pleased to welcome them to the Formula One family and look forward to the scale and quality of their activation at and away from F1 Events. We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship. When I have a beer, I have always been happy with a Heineken".