Heineken® remains in pole position as a F1® global partner, re-signing a global sponsorship extension for a further five years driven by the sport's phenomenal growth in a broader demographic of fans.
Originally signed in 2016, the renewed partnership will focus on engaging the sport's expanding generations of fans in meaningful and creative ways, promoting responsible consumption and providing world-class entertainment moments to showcase that F1® weekends are so much more than a race. This includes the signing of Dutch superstar DJ & producer Martin Garrix to deliver a series of showstopping performances with Heineken® across the season, starting at the Grand Prix in Canada.
The growing popularity of the sport has seen F1's total social media following explode by 23% since 2021, totalling 60.6 million, with significant growth in markets such as the USA which specifically saw a 42% boost from 2021.
This incredible growth of more diverse fans coming into the sport has furthered Heineken®'s motivation to extend their partnership with F1®. The Dutch beer brand has a clear focus on targeting this new audience with their responsible consumption messaging, including the launch of their new gaming initiative – Player 0.0, created with Heineken® 0.0 ambassador Max Verstappen. These campaigns in collaboration with F1® will continue to focus on promoting the world's most popular zero-alcohol beer, Heineken® 0.0; the perfect pairing for a race weekend.
"I'm super excited to team up with Heineken®️ to celebrate at some of the most anticipated races of the season. The energy and atmosphere at the track are unmatched, and I can't wait to perform for racing fans all over the world!'' - Martin Garrix
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