By Natalie Mortimer

Heineken has added another string to its sports sponsorship bow and inked a deal with Formula One, that will see the brewer become the F1 Event Title Partner of three Formula 1 Grands Prix.

From the 2017 season onwards Heineken will be the exclusive Global Beer Partner of Formula 1 and will also have ‘substantial’ pouring, activation and access rights across the majority of F1 events in the FIA Formula One World Championship.

The brand will use the partnership to push its ‘Open Your World’ positioning, as well as a platform to promote its responsibility messaging, ‘If You Drive, Never Drink’.

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Source: The Drum