Menu
Marketing and Sponsorship

Dutch Beer Brand Heineken Set To Join F1 In $225M, Five-Year Deal, Reports Claim

Dutch beer brand Heineken "will enter F1 as the series' newest global partner," according to DE TELEGRAAF. The company is expected to pay around €200M ($225M) over a five-year period, which translates into around €40M ($45M) annually. Heineken will make its first appearance at the Canadian Grand Prix in Montreal on June 12. The brand is likely "to receive extensive trackside signage" along the lines of other global partners such as Rolex or Pirelli. The deal will reportedly also include a cooperation with a team (DE TELEGRAAF, 5/11). The tie-up between F1 and Heineken was initially reported by Autosport.com on Wednesday before it was taken down by the motorsports website hours later. Autosport valued the deal at $150M. An industry source confirmed the report's accuracy to SBD Global. The partnership also appears to validate a recent statement by triple world champion Jackie Stewart. In an interview with Germany's Auto Motor und Sport, Stewart said, "I can tell you one thing. Very soon, a large, internationally renowned company will come into F1 as a global sponsor" (HJ Mai, SBD Global).

SHELL ENDS SPONSORSHIP: GRAND PRIX TIMES' Ryan Wood wrote Shell "confirmed that it will no longer sponsor the Belgian Grand Prix and will also end its trackside sponsor deal with Formula One Management." Shell "has been title sponsor of the Belgian GP since 2011 after signing a five-year contract, but has chosen not to renew the deal, leaving the race without a title sponsor." Shell "has instead chosen to focus its sponsorship efforts on Ferrari, of which it is a fuel partner, which also means the company's branding will disappear from trackside hoardings" (GRAND PRIX TIMES, 5/11).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2016/05/16/Marketing-and-Sponsorship/Heineken-F1.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2016/05/16/Marketing-and-Sponsorship/Heineken-F1.aspx

CLOSE