Heineken x Formula one: F1 festival​


DEUX Agency joined forces with Heineken to activate its partnership with Formula One, ‘More Than A Race’. The partnership gives Heineken the right to activate worldwide and throughout the calendar year.  Together with Heineken, we activate this partnership by hosting music parties on and off the grid with the best artist from all around the world.

More Than A Race​

The initiative started in 2017. The two-time world #1 DJ, Hardwell became the first ever DJ to perform on a F1podium at the Formula 1 Gran Premio de Mexico. Fans were in abundance as both motorsport and music fans across the world tuned in to watch Hardwell’s performance. In 2018, following Max Verstappen’s victory at the Mexican GP, fellow Dutchman Armin Van Buuren delivered a spectacular show. Martin Garrix hosted special festival shows in Vietnam and the city center of Shanghai. The big success continued with performances in 2019 by Belgian DJ duo Dimitri Vegas & Like Mike at the first ever European F1 podium show in Italy.

Heineken on the partnership​

Speaking about the partnership and the the first ever DJ to performance on a F1 podium Hans Erik Tuijt, Director, Global Heineken Sponsorship, said, “Hardwell’s performance on the podium at the Formula 1 Gran Premio de Mexico epitomises Heineken’s More than a Race campaign. We’re aiming to open the sport up to fans globally, on the premise that F1 is not just a two hour race, but a 72 hour spectacle of glamour and excitement taking place in some of the world’s greatest cities. Hardwell certainly lit up the post-race celebrations to the 50,000 strong crowd, plus the millions of fans watching it live on TV, Facebook LIVE and digital media all over the world.”

Why did this
campaign succeed?

2018 Best Live Experience Award
given by the Leaders of Sports in Londen

Five shows in four countries
(China, Vietnam, Italy and Mexico)

Two shows reached #1
on the Facebook live video charts

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