Formula 1: Heineken (beer) global partner and naming rights to the Italian GP for 2017-2020 (€50m)

The Dutch beer brand Heineken has become the exclusive global partner of Formula 1 until the end of the 2020 season after signing a deal with Formula One Management (FOM), announced the brewer on 09/06/2016. The amount is estimated at around €200m for four years by British media on 09/06/2016. In this announcement, the Formula 1 circuit in Montreal was in the colours of Heineken for the Grand Prix of Canada on 12/06/2016.

The new contract will take effect only on 04/09/2016 at the Italian Grand Prix (Monza) for which Heineken gets the naming, and which will be renamed "Grand Prix Heineken of Italy 2016". From the 2017 season, Heineken will be the title sponsor of three Grand Prix races. In addition to advertising boards at the circuits (except in Abu Dhabi), the brand will be visible at Formula 1 events and obtain marketing rights, in addition its own activations with the fans and with customers, especially in public relations spaces.

Heineken and Formula 1 are connected for the slogan "If You Drive, Never Drink", a message also delivered by the brewer during its campaigns with UEFA…