Amsterdam,
15th October
2018: HEINEKEN and Formula E have reached an agreement for
Heineken® to become an official partner of the ABB FIA Formula E
Championship. The five year partnership will begin in the
forthcoming 2018/19 season and will see Heineken® join the electric
street racing series as Official Beer and Cider Partner.
Alongside taking the exclusive
designation as a worldwide partner of Formula E, Heineken® will
also have substantial pouring, activation and access rights across
events and key race locations; including Santiago de Chile, Mexico
City, Rome and New York City.
Heineken® will officially launch
the partnership during the 2018/2019 season. The launch will
include circuit branding, digital initiatives, PR activation and
live fan experiences. Heineken® will not be visible on any of the
new-look Gen2 Formula E cars.
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 will 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."
He continued; "The new partnership
complements our association with Formula One(TM), and other
sponsorship platforms such as UEFA Champions League and Rugby World
Cup, which have proven highly successful[1] in growing
our global footprint as well as drinking occasions in targeted
geographies."
Founder & CEO of Formula E,
Alejandro Agag, commented; "Heineken® has forged a reputation for
first-class fan engagement across various high-profile sponsorship
properties around the world. We are very much looking forward to
bringing their experience to the ABB FIA Formula E Championship. It
is 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."
An important aspect to the Formula
E partnership will be to further embed Heineken®'s enjoy
responsibly message, 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 drive, you never drink.
It reinforces the company's view
that when you're behind the wheel, abstinence is the only option.
Using the Formula One(TM) partnership as a platform, the campaign
was launched in 2016 with a hero film, featuring road safety
pioneer and F1 legend, Sir Jackie Stewart.
In 2017, Heineken® conducted wide
ranging global research into behavioural drink driving triggers.
The insights from this have enabled the brand to better target its
marketing in order to reduce drink driving. The 2018/19 campaign
features a robust behavioural change programme and a new
communications campaign, featuring former F1 World Champion and
Formula E investor and ambassador, Nico Rosberg, both with a clear
commitment to drive real change.
-ENDS-
Editorial
information:
For more information, please
contact: David.Pugh@Heineken.com
About
HEINEKEN:
HEINEKEN is the world's most international brewer. It is the
leading developer and marketer of premium beer and cider brands.
Led by the Heineken® brand, the Group has a portfolio of more than
300 international, regional, local and speciality beers and ciders.
We are committed to innovation, long-term brand investment,
disciplined sales execution and focused cost management.
Through "Brewing a Better World",
sustainability is embedded in the business and delivers value for
all stakeholders. HEINEKEN has a well-balanced geographic footprint
with leadership positions in both developed and developing
markets.
We employ over 80,000 employees
and operate breweries, malteries, cider plants and other production
facilities in more than 70 countries. Heineken N.V. and Heineken
Holding N.V. shares trade on the Euronext in Amsterdam. Prices for
the ordinary shares may be accessed on Bloomberg under the symbols
HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS.
HEINEKEN has two sponsored level 1 American Depositary Receipt
(ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding
N.V. (OTCQX: HKHHY). Most recent information is available on
HEINEKEN's website: www.theHEINEKENcompany.com and follow us on
Twitter via @HEINEKENCorp.
About 'Enjoy
Heineken Responsibly':
'Enjoy Heineken® Responsibly (EHR),' is our global brand-led
approach to promote responsible consumption, first launched in
2004. Whilst the Enjoy Heineken® Responsibly is the flagship of our
commitments, we are of course promoting responsible consumption
throughout our brand portfolio. As an industry leader, we believe
we should lead by example, playing an active role in promoting
responsible and moderate consumption of alcohol. HEINEKEN employees
are ambassadors for our responsible consumption agenda and, around
the world, many markets have developed tailored activations to
spread the message locally. We also work in partnership with many
stakeholders to encourage responsible attitudes and to understand
and address alcohol misuse.
About the ABB FIA
Formula E Championship:
The ABB FIA Formula E Championship is the electric street racing
series and the world's first fully-electric 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.
Follow Formula
E:
www.FIAFormulaE.com
Facebook - www.facebook.com/FIAFormulaE
Instagram - www.instagram.com/FIAFormulaE
Twitter (@FIAFormulaE #ABBFormulaE) -
www.twitter.com/FIAFormulaE
YouTube - www.youtube.com/user/FIAFormulaE
[1] Source:
Blauw Research 2017. Heineken® is number 1 in both top of mind and
total spontaneous sponsor awareness.
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announcement is distributed by West Corporation on behalf of West
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The issuer of this announcement warrants that they are solely
responsible for the content, accuracy and originality of the
information contained therein.
Source: HEINEKEN NV via Globenewswire
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