ottobre 15, 2018 - ABB Formula E

Heineken joins Formula E as official partner

Comunicato Stampa disponibile solo in lingua originale. 

AMSTERDAM, NETHERLANDS (October 15, 2018) - The ABB FIA Formula E Championship and #heineken have today revealed a new and exciting multi-year agreement, which will see Heineken® - the world’s most international brewer - join the electric street racing series as official beer and cider partner. Commencing this coming season, the five-year #partnership was announced at a special event in Amsterdam together with Founder & CEO of Formula E #alejandroagag and #gianlucaditondo, Senior Director Global Heineken® brand at #heineken. Alongside the exclusive designation as official beer and cider partner, Heineken® will have substantial pouring, activation and access rights across events and key race locations - including Santiago, Mexico City, Rome and New York City. #alejandroagag, Founder & CEO of Formula E, said: “Heineken® has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world. We’re very much looking forward to bringing their experience to the ABB FIA Formula E Championship. It’s an exciting time for the series and the involvement of a global premium brand such as Heineken® confirms that this is a property continuing on its way up"

Gianluca Di Tondo, Senior Director Global Heineken® brand at #heineken, said: “Formula E gives Heineken® an excellent opportunity to engage with current and potential millennial and GenZ (above LDA) consumers in key cities around the world. We’ll do this by showing fans unexpected and interesting facets of the sport, activating strongly around a number of select E-Prix in urban settings throughout the season. The new #partnership complements our association with Formula One™, and other sponsorship platforms such as UEFA Champions League and Rugby World Cup, which have proven highly successful in growing our global footprint as well as drinking occasions in targeted geographies.” 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.

About the ABB FIA Formula E Championship: The ABB FIA Formula E Championship is the electric street racing series and the world’s first fullyelectric international single-seater category in motorsport. Formula E brings intense and unpredictable racing to some of the world’s most recognisable and progressive cities - including Hong Kong, Rome, Paris, Berlin and New York.

Formula E enters a new and exciting era in season five with the competitive debut of the next generation car. The striking new model boasts a distinctive futuristic design and demonstrates a clear step-up in performance with almost double the energy storage capacity - allowing teams and drivers to complete a full race distance at higher speeds without needing to swap cars. The Gen2 car is a testament to the ongoing advancements in battery and electric vehicle technology in the space of only four years. The fifth edition of the ABB FIA Formula E Championship will see 11 teams and 22 drivers tackle a variety of challenging circuits in 12 cities - across five continents - in a bid to be crowned champion. Formula E will be making its debut in the Middle East on December 15 for the season-opener in Ad Diriyah, with the championship once again coming to a close in New York City over the course of two days on July 13 & 14. The concept of Formula E is to act as a platform to test and develop road-relevant technologies, helping refine the design and functionality of components and infrastructure - actively speeding-up the transition and uptake of electric vehicles on a global scale. Formula E is continuing to attract some of the leading names and renowned brands in motorsport and the #automotive industry. For this season, Formula E has nine manufacturers on its roster - including Nissan - taking over the existing entry from Renault - and BMW linking-up with Andretti. This number is set to rise further still, with the highly-anticipated inclusion of Mercedes-Benz and Porsche in season six.