Heineken global F1 deal to push local engagement, says marketing manager

June 10, 2016 10:46

Heineken has announced a global sponsorship deal to be come the official beer of Formula One, with Heineken’s local marketing manager saying partnership will be about engagement and not awareness in Australia.

Heineken F1 The multi-year deal announced in Canada overnight ahead of the Canadian Grand Prix in Montreal will see the beer brand driving a responsible drinking message in partnership wit the sport.

It will also become the headline sponsor of the Italian Grand Prix in Monza.

Heineken Lion’s marketing manager Australia, Alessandro Manunta, said that while it was a global partnership, the brand would be working hard to activate it in Australia.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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