Heineken reinforces partnership with Formula 1 with new campaign ahead of Australian Grand Prix

March 19, 2024 9:45

Ahead of the Formula 1 Australian Grand Prix in Melbourne this weekend, long-time partner of the sport, Heineken, has launched a new campaign via Saatchi & Saatchi Australia.

‘Sounds Like Good Times With F1’ pays homage to the sport’s distinctive “roars” and Heineken’s history of pairing nicely with noise. It reinforces the beer’s association with the sport, using linguistic devices.

“We’re thrilled to celebrate another year of our partnership with the F1 by launching a local campaign that aims to celebrate the sounds of good times at the F1,” said Dino Bozzone, country manager at Heineken.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.