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Formula One (also Formula 1 or F1) is the highest class of single-seater auto racing sanctioned by the Federation Internationale de l’Automobile and owned by the Formula One Group. The FIA Formula One World Championship has been one of the premier forms of racing around the world since its inaugural season in 1950.

As a global partner of Formula One Heineken wants to reach new consumers. Their goal by the end of 2020 is for over 50 per cent of viewers to recognise Heineken as the exclusive beer partner.

Besides that it also provides Heineken a great opportunity to communicate their responsible consumption message to a wider audience, leaving them in no doubt, ‘When You Drive, Never Drink’.

Drivers and teams frequently use music to psyche themselves before the race so there is a logical way to combine that connection between the world of sports and music. In order to emphasize this connection between sports and music and reach a younger target group Heineken will organize live shows and events around F1 events during the weekend.