Menu
SBJ Best Places to Work in Sports 2024

Nominate Your Company Today

Marketing and Sponsorship

Formula E Inks Heineken To Five-Year Partnership

Formula 1 sponsor Heineken signed a five-year partnership with Formula E as the electric championship's official beer and cider partner, according to Alex Kalinauckas of AUTOSPORT. The deal, which was first discussed between the two entities in May "before being concluded swiftly in mid-July," will start with the FE '18-19 championship. Heineken's FE presence will first be seen at the season's third round in Santiago, with the company having "substantial pouring, activation and access rights" at that race as well as the events in Mexico City, Rome and N.Y. Heineken Senior Global Dir Gianluca Di Tondo said that the company's FE sponsorship will be visible at the remaining FE races "in which it will be legally possible to do so." He said, "The main thing that was attracting us to [FE] -- the first thing is Formula E is in cities and Heineken is a city-brand around the world. ... And the next thing is [that] Formula E is very intriguing for what we call the new target audience for us, the millennials and the Gen Z -- the audience that is already coming after the millennials. The third big reason why is [that] Formula E will give us a playground to play around digital assets -- a new way of communication, a new way of reaching the consumer." Di Tondo explained that Heineken is "not ready to reveal assets because we are starting the journey right now," but added that the company's "When You Drive Never Drink" campaign is "likely to feature" in FE, as are promotions based around city-life and sustainability (AUTOSPORT, 10/15).

SBJ Morning Buzzcast: May 13, 2024

Upfront week and sports is grabbing more of the pie; Why the WNBA going to Toronto is important; San Diego continues to be a baseball town

Phoenix Mercury/NBC’s Cindy Brunson, NBA Media Deal, Network Upfronts

On this week’s pod, SBJ’s Austin Karp chats with SBJ NBA writer Tom Friend about the pending NBA media Deal. Cindy Brunson of NBC and Phoenix Mercury is our Big Get this week. The sports broadcasting pioneer talks the upcoming WNBA season. Later in the show, SBJ media writer Mollie Cahillane gets us set for the upcoming network upfronts.

SBJ I Factor: Molly Mazzolini

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. 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/2018/10/16/Marketing-and-Sponsorship/Formula-E-Heineken.aspx

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

https://www.sportsbusinessjournal.com/Global/Issues/2018/10/16/Marketing-and-Sponsorship/Formula-E-Heineken.aspx

CLOSE