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

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 F1The 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.

“Locally and globally we are excited about this partnership, Manunta said.

“In this market for us on Heineken the objective is not about awareness – we have one of the highest awareness (levels) in the market, for us it’s more about driving engagement with consumers.”

He said the company would work to highlight the F1 sponsorship with on-premise activations and also using the power of its packaging.

Heineken will also move to have a big presence at the Australian Grand Prix in Melbourne next year.

“We are quite famous for bringing to life these exciting experiences and this is what we are going to start from to day working on,” he said.

“On a Saturday there will be 100,000 people at the grand prix and on the Sunday there is going to be 120,000 and that gives us a massive stage and the opportunity to engage with the people who are there. (Our focus) is on driving more people to the event – and more people that are not just F1 fans.”

The brand will also anchor its messaging in the anti-drink-driving message ,”If you drive, never drink”.


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