Heineken® named F1® Australian Grand Prix Title Partner
Friday, 14 January 2022
The Dutch brewing company will be the title partner.
Dutch brewing company Heineken® has been announced as the title sponsor of Formula 1®’s Australian Grand Prix, which will take place at the Albert Park Grand Prix circuit between 7th – 10th April 2022.
The official title for the event will be the Formula 1® Heineken® Australian Grand Prix 2022 and adds to Heineken’s existing title sponsorships of races in the Netherlands, Mexico and Brazil.
Heineken®, a Global Partner of Formula 1® since 2016, is an exclusive beer partner for the entire racing calendar and reinforces Heineken's commitment to responsible alcohol consumption in an innovative and compelling way.
In addition to fan activations, Heineken® will use the race to promote their ‘When You Drive Never Drink’ campaign, with Heineken® 0.0 trackside branding visible across the circuit.
The Formula 1® Heineken® Australian Grand Prix 2022 will be more than just a race, and visitors can expect a unique and immersive cultural experience like no other. In the coming months, more exciting announcements, including Heineken’s involvement in exclusive activations, can be expected as the brand celebrates the return of the Grand Prix to Melbourne’s Albert Park.
Hospitality experiences and Park Pass (General Admission) tickets are on sale now, while new Grandstand tickets will go on sale soon – click here for more information.
Heineken® replaces Rolex, which was the event’s title partner since 2013.
Australian Grand Prix Corporation CEO, Andrew Westacott said, “We’re thrilled that Heineken is the Title Partner of the Formula 1 Heineken Australian Grand Prix in 2022. Heineken is synonymous with F1, and this collaboration will create some exciting opportunities at this year’s event– fans are in for a real treat.”
The Formula 1 Heineken Australian Grand Prix is a unique opportunity for those to experience the excitement of international sport.
"It’s a chance to get up close and personal with the world’s best drivers, celebrities and top-shelf brands – as the globe’s most premium beer brand, Heineken® is the perfect fit."
Willemijn Sneep, the Heineken Country Manager - Australia was excited to welcome Formula 1 back to Melbourne.
“After a challenging couple of years for our industry in Australia, Heineken is very excited to be welcoming the F1 back to Melbourne for what promises to be an exceptional weekend of racing and events," he said.
“The Heineken experience will be bigger and better than ever, and we are looking forward to creating many memorable moments and elevated activations for visitors from across Australia and the world both on- and off-track.”
