HEINEKEN & FORMULA ONE
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.
More Than a Race @ Mexico 2018
PR & SOCIALS
ARMIN AND DANIEL #HAVINGFUN #HEINEKENF1
More Than a Race @ Shanghai 2018
HEINEKEN F1 FESTIVAL
PR & SOCIALS
More Than a Race @ Mexico
October 29 / 2017
PR & Aftermovie
Hardwell Becomes the First DJ to Play on an F1 Podium at the Mexican Grand Prix!
Global superstar Dutch DJ Hardwell switched things up from his usual to play live to 50,000 people from the winner’s podium at the Mexican Grand Prix, as part of Heineken’s More Than A Race campaign.
The race, held in Mexico City, saw driver Lewis Hamilton crowned champion for the fourth time in his career, making him the most successful British F1 driver of all time. Red Bull Racing’s Max Verstappen finished first on the day, demonstrating the young driver’s potential for the coming seasons.
DJ Hardwell said: “‘I’ve been lucky enough to perform at some of the world’s best clubs and biggest festivals and this experience is one that stands right up there with the best. The crowd’s energy, the drivers on the podium, and the coming together of the city to celebrate F1 really showed the power of Heineken’s More Than a Race campaign.”