Formula E: Heineken, official beer and cider of the world championship for five years (2018-2022)

The Dutch beer brand Heineken has become the official beer and cider of the ABB FIA Formula E Championship, the electric car racing world circuit, "for five years" for the 2018-2022 cycle, on 15/10/2018. Heineken has the status of official partner, the fourth level in the sponsorship hierarchy of the event.

"Heineken will have substantial pouring, activation and access rights across events and key race locations - including Santiago (CHI), Mexico City (MEX), Rome (ITA) and New York City (USA). In addition to trackside branding, digital initiatives and live fan experiences - the partnership will further embed Heineken's enjoy responsibly messaging, which is a key part of the company’s 'Brewing a Better World' sustainability strategy. The award-winning campaign, 'When You Drive, Never Drink', communicates a powerful anti-drink driving message where consumers are left in no doubt - when you drink, you never drive," said Formula E.

Heineken has been the exclusive global partner of Formula 1 until the end of the 2020 season since an agreement on 09/06/2016 (see below).

"An excellent…