Formula 1's new multi-million pound sponsor Heineken will "extend its reach by becoming involved with two teams, one of which is almost certain to be Red Bull," according to RACER. The brewing firm last week became F1's global beer partner, spending $150M "for the privilege over the next four and a half years." Although not officially due to start until its sponsorship of the Italian Grand Prix from Sept. 2-4, as a "welcome present" from F1 CEO Bernie Ecclestone, its "distinctive green branding featured prominently at trackside in Canada." Heineken will also form a partnership with two F1 teams, "although its logo will not feature on the cars or drivers' overalls." Heineken Global Brand Senior Dir Gianluca di Tondo said, "We are not going to have any real sponsorship with any team, it will be more about access. It's what we call the team experience, and for a regular fan. I want to bring a lucky few to the garage. I want them to have a chat and a walk as I did in Melbourne with Jackie [Stewart] because that's mind-blowing, it's the experience of a lifetime." Red Bull "is favorite for a Heineken tie-up, although di Tondo is looking for a second team to play a part." Di Tondo: "Of course, we are very close to Red Bull as we live in the same space, we know each other very well, and [driver] Max Verstappen could play a role. But we are also thinking of linking ourselves with another team." As a "young fresh face Verstappen's rising status would certainly prove a draw for Heineken, particularly as it has vowed to drag F1 into the digital age" (RACER, 6/15).
