Heineken named F1 Australian Grand Prix title partner, replacing Rolex

Dutch brewing company Heineken is the title sponsor of Formula 1’s Australian Grand Prix, which will take place at the Albert Park Grand Prix circuit between 7th – 10th April 2022.

The official title for the event will be the Formula 1 Heineken Australian Grand Prix 2022, and adds to Heineken’s existing title sponsorships of races in the Netherlands, Mexico and Brazil.

Heineken, a global partner of Formula 1 since 2016, is exclusive beer partner for the entire racing calendar, and reinforces Heineken’s commitment to responsible alcohol consumption.

In addition to fan activations, Heineken will use the race to promote their “When You Drive Never Drink” campaign, with Heineken 0.0 trackside branding visible across the circuit.

Heineken replaces Rolex, which was the event’s title partner since 2013.

Australian Grand Prix Corporation CEO, Andrew Westacott said: “We’re thrilled that Heineken is the Title Partner of the Formula 1 Heineken Australian Grand Prix in 2022. Heineken is synonymous with F1, and this collaboration will create some exciting opportunities at this year’s event– fans are in for a real treat.”

“The Formula 1 Heineken Australian Grand Prix is a unique opportunity for those to experience the excitement of international sport. It’s a chance to get up close and personal with the world’s best drivers, celebrities and top shelf brands – as the globe’s most premium beer brand, Heineken is the perfect fit.”

Heineken country manager – Australia, Willemijn Sneep said: “After a challenging couple of years for our industry in Australia, Heineken is very excited to be welcoming the F1 back to Melbourne for what promises to be an exceptional weekend of racing and events.”

“The Heineken experience will be bigger and better than ever, and we are looking forward to creating many memorable moments and elevated activations for visitors from across Australia and the world both on and off track.”


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