Heineken to sponsor Formula E from 2019 onwards

15-10-2018 13:34
by Nicolás Quarles van Ufford
Heineken to sponsor Formula E from 2019 onwards

Beer manufacturer Heineken have announced that they'll be sponsoring the Formula E from next season onwards, with the Dutch beer brand already being one of the major sponsors of Formula One.

That sponsor deal with the F1 has stood for years now, but FE will be added to that from January 26th 2019, when the first ePrix of the season will take place in Santiago.

"Heineken is a city brand that's active in all kinds of cities," senior global director Gianluca Di Tondo explained to Motorsport.

"It's a great way to get new customers to us, the Formula E is very interesting to us because of its target audience, which is from millennials to generation Z.

FE CEO Alejandro Agag was just as enthusiastic about the deal that he struck with the Dutch beer brand.

"A big brand like Heineken has a rich history in different sports.

"The Formula One is aware as well and doesn't see us as competition, which is good for the sport in general."

Read more about: Formula E

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