{"id":238910,"date":"2023-02-06T09:28:55","date_gmt":"2023-02-06T08:28:55","guid":{"rendered":"https:\/\/rtrsports.com\/heineken-in-formula-1-an-unlikely-partnership\/"},"modified":"2026-09-30T12:09:20","modified_gmt":"2026-09-30T10:09:20","slug":"heineken-in-formula-1-an-unlikely-partnership","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/","title":{"rendered":"Heineken in F1: the partnership, responsible drinking and the 2027 renewal"},"content":{"rendered":"

Heineken has been Formula 1’s global beer partner since 2016 and, on 5 November 2025, announced a multi-year renewal from 2027, with three new Grands Prix where it is title partner (Brazil, Madrid and Silverstone) and the extension of China and Las Vegas. The heart of the deal is Heineken 0.0 and the “When You Drive, Never Drink” campaign: a beer brand sponsoring a sport of speed has built its credibility by talking about responsible driving.<\/strong><\/p>\n

Updated September 2026.<\/em><\/p>\n

On paper it is an unlikely partnership: a beer brand tied to a sport where cars race at extreme speeds. Yet Heineken is one of the longest-running and most recognisable sponsors of modern Formula 1, and it has just renewed while announcing its exit from the Champions League. Let us look at how it began, how it answered the criticism and what changes from 2027.<\/p>\n

\"Heineken<\/p>\n

How the Heineken-Formula 1 partnership began<\/h2>\n

Heineken and Formula 1 announced the deal on 9 June 2016, with the first activations at that year’s Italian Grand Prix. From the 2017 season Heineken became title partner of three Grands Prix a year, with pouring rights and events around race weekends, but without any branding on the cars. Bernie Ecclestone, then chief executive of the Formula 1 group, spoke of a premium brand with a first-class marketing reputation.<\/p>\n

On the value, the figures have never been official: the press reported estimates ranging from about 150 million dollars to about 250 million, and the Dutch press spoke of a five-year deal worth 200 million euros. It was not the group’s first big sports deal: Heineken has sponsored the UEFA Champions League since 1994, first with the Amstel brand and then with Heineken from 2005.<\/p>\n

The criticism and the answer: responsible drinking<\/h2>\n

When the deal was announced, the criticism came at once. In June 2016 the European Alcohol Policy Alliance, which represents 57 public health organisations in 25 European countries, wrote to FIA president Jean Todt arguing that drink driving contributes to more than 10,000 deaths a year in the European Union and asking him to move away from this kind of sponsorship, as had been done with tobacco.<\/p>\n

Heineken’s answer was to build the sponsorship around the opposite message. From 2016 the brand launched the “If You Drive, Never Drink” campaign and said it devotes 10% of its global media spend to responsible consumption programmes. In February 2020 the campaign became “When You Drive, Never Drink”, with a film starring two Formula 1 world champions, father and son Keke and Nico Rosberg, who compete in everyday activities and reach a conclusion: the best driver is the one who does not drink. The message comes from global research showing that overconfidence in one’s own ability is one of the main causes of drink driving.<\/p>\n

\"Heineken<\/p>\n

Heineken 0.0 and the fan experience<\/h2>\n

For a sponsorship to work, the two brands have to become partners, as happened between Petronas and Mercedes (we talk about it in our article on the Petronas-Mercedes partnership<\/a>). In Heineken’s case the lever is Heineken 0.0: the alcohol-free beer lets it speak to an audience that drives and stay consistent with the message on responsible drinking, and the research the brand cites indicates that the visibility of alcohol-free alternatives has a positive effect on behaviour behind the wheel.<\/p>\n

The next step came on 20 February 2023: Max Verstappen became Heineken 0.0’s global ambassador and Red Bull became an official partner of the brand, with the gaming initiative Player 0.0 aimed at the sim racing community. It is a way to reach a young audience without putting alcohol at the centre of the communication. To see how Heineken fits into the team’s portfolio, read our analysis of the Red Bull Racing sponsors<\/a>.<\/p>\n

On the events side, in November 2022 Heineken Silver was announced as title partner of the first Las Vegas Grand Prix, held on 18 November 2023: the first Formula 1 race on a Saturday night on a street circuit, the ideal showcase for a brand that wants to be inside entertainment and not just next to the sport.<\/p>\n

\"Heineken<\/p>\n

The 2025 renewal and what changes from 2027<\/h2>\n

On 5 November 2025 Formula 1 and Heineken announced a multi-year renewal starting in 2027, for which neither the length nor the value was disclosed. Heineken will return as title partner of three Grands Prix: Brazil, Madrid and Silverstone, and will extend its sponsorship of the China and Las Vegas Grands Prix. The deal also covers trackside branding, Paddock Club hospitality and co-branded products, with Heineken 0.0 as the promotional priority. With the renewal Heineken also launched the first Formula 1 season ticket, valid for 2026: a carbon fibre card that gives the holder and a guest access to every Grand Prix of the year, with travel and accommodation included.<\/p>\n

The context explains the choice. In the renewal materials Heineken cites a Formula 1 fan base of 827 million, against the 400 million unique TV viewers a year quoted in 2016 (they are different metrics, but the growth is clear). In the same months Heineken announced that it will leave the Champions League in August 2027, after more than thirty years, in a “strategic” choice based on spend proportionate to the value created, while keeping Formula 1. It is a strong signal of where the brand now sees the return on its sponsorship spend.<\/p>\n

The lesson for sponsors in a sensitive category<\/h2>\n

The Heineken-F1 story teaches three things to anyone investing in categories that attract criticism, such as alcohol, betting or energy drinks. First: the answer to criticism has to be substantive, not cosmetic, and here it became a product (the 0.0), a campaign and an ambassador. Second: a sponsorship lasts over the years if the brand becomes a partner of the championship, not just a logo. Third: duration builds trust, and ten years after the first deal the brand not only renews but expands to new races.<\/p>\n

Today almost all Formula 1 teams ask for a minimum commitment of two years and, below 2 million dollars a year, you can no longer buy anything. The investment levels are in our guide to the cost of Formula 1 sponsorship<\/a>, and to make the deal pay off you need concrete ideas for activation in motorsport<\/a>.<\/p>\n

<\/p>
Want to bring your brand to Formula 1?<\/strong>
RTR Sports Marketing has been building motorsport sponsorships since 1995.<\/div>

Formula 1 sponsorship<\/a>
<\/div>\n

Sources<\/strong>: Formula 1, the 2016 Heineken deal<\/a>; RaceFans, the letter to Jean Todt<\/a>; GrandPrix247, the value of the deal<\/a>; Heineken, the When You Drive, Never Drink campaign<\/a>; GrandPrix247, Verstappen and Heineken 0.0<\/a>; Heineken, the 2025 renewal with F1<\/a>; Sportcal, the renewal<\/a>; Global Drinks Intel, the Champions League exit<\/a>.<\/p>\n

\r\n\r\n

Frequently asked questions<\/b><\/h2>\r\n \r\n <\/p>\n
\r\n\r\n

\r\n How long has Heineken sponsored Formula 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nSince 2016: the deal with Formula 1 was announced on 9 June of that year. From 2017 Heineken has been title partner of three Grands Prix a year and in November 2025 it announced a multi-year renewal from 2027.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n How much is the Heineken Formula 1 sponsorship worth?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nThere are no official figures. In 2016 the press reported estimates between about 150 and about 250 million dollars for a multi-year deal, and no value has been disclosed for the renewal from 2027.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Why does a beer brand sponsor a motorsport?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nFor the global visibility of Formula 1 and to build a message on responsible drinking. Heineken answered the criticism with the “When You Drive, Never Drink” campaign and with the alcohol-free beer Heineken 0.0, which is the promotional priority of the renewal.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Which Grands Prix will Heineken sponsor from 2027?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nHeineken will be title partner of the Brazil, Madrid and Silverstone Grands Prix and will extend its sponsorship of China and Las Vegas. The deal also includes trackside branding, Paddock Club hospitality and co-branded products.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Who is Heineken 0.0's ambassador in Formula 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nMax Verstappen, named global ambassador of Heineken 0.0 on 20 February 2023, when Red Bull became an official partner of the brand. Together they launched Player 0.0, a gaming initiative for the sim racing community.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Europe\u2019s largest beer company, Heineken, have formed a strong partnership with Formula 1 in recent years. The benefits have been mutual, as the growth of their responsible drinking campaign has helped both brands push an important message to F1 fans.<\/p>\n","protected":false},"author":2,"featured_media":159417,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20123,20038],"tags":[],"class_list":["post-238910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-en","category-sport-sponsorship"],"acf":[],"contentshake_article_id":"","yoast_head":"\nHeineken F1: the Partnership, 0.0 and the 2027 Renewal<\/title>\n<meta name=\"description\" content=\"Heineken in Formula 1 since 2016: how the partnership began, the responsible drinking campaign, Heineken 0.0 and the renewal from 2027 with 5 title races.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Heineken in F1: the partnership, responsible drinking and the 2027 renewal\" \/>\n<meta property=\"og:description\" content=\"Heineken in Formula 1 since 2016: how the partnership began, the responsible drinking campaign, Heineken 0.0 and the renewal from 2027 with 5 title races.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/heinkeken-f1-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"Heineken in F1: the partnership, responsible drinking and the 2027 renewal\",\"datePublished\":\"2023-02-06T08:28:55+00:00\",\"dateModified\":\"2026-09-30T10:09:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/\"},\"wordCount\":1295,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/heinkeken-f1-2.jpg\",\"articleSection\":[\"Formula 1\",\"Sport Sponsorship\"],\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/\",\"name\":\"Heineken F1: the Partnership, 0.0 and the 2027 Renewal\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/heinkeken-f1-2.jpg\",\"datePublished\":\"2023-02-06T08:28:55+00:00\",\"dateModified\":\"2026-09-30T10:09:20+00:00\",\"description\":\"Heineken in Formula 1 since 2016: how the partnership began, the responsible drinking campaign, Heineken 0.0 and the renewal from 2027 with 5 title races.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/#breadcrumb\"},\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/#primaryimage\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/heinkeken-f1-2.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/heinkeken-f1-2.jpg\",\"width\":1024,\"height\":1024,\"caption\":\"Heineken in F1\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/heineken-in-formula-1-an-unlikely-partnership\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Heineken in F1: the partnership, responsible drinking and the 2027 renewal\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/\",\"name\":\"RTR Sports Marketing\",\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#organization\"},\"alternateName\":\"RTR Sports\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#organization\",\"name\":\"RTR Sports Marketing\",\"alternateName\":\"RTR sports\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"width\":946,\"height\":260,\"caption\":\"RTR Sports Marketing\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/RTRSportsMarketing\\\/\",\"https:\\\/\\\/x.com\\\/rtrsports\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/rtr-sports-marketing\\\/\",\"https:\\\/\\\/www.wikidata.org\\\/wiki\\\/Q7797317\"],\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"email\":\"info@rtrsports.com\",\"legalName\":\"RTR Sports Marketing LTD\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\",\"name\":\"Emanuele Venturoli\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"caption\":\"Emanuele Venturoli\"},\"description\":\"Emanuele Venturoli is Head of Communication & Marketing at RTR Sports Marketing, where he has led the agency's editorial, digital, and SEO output since 2012. He holds a degree in Public, Political and Institutional Communication from the University of Bologna and began his career in sport at Virtus Bologna basketball before moving into motorsport. He lectures in sports marketing at 24ORE Business School and writes across Formula 1, MotoGP, and sponsorship strategy, overseeing RTR's multilingual content platform across 13 languages.\",\"sameAs\":[\"https:\\\/\\\/rtrsports.com\",\"https:\\\/\\\/www.facebook.com\\\/rtrsportsmarketing\",\"https:\\\/\\\/it.linkedin.com\\\/in\\\/emanueleventuroli\",\"https:\\\/\\\/x.com\\\/twitter.com\\\/RTR_motoGP\"],\"url\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/author\\\/emanuele\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Heineken F1: the Partnership, 0.0 and the 2027 Renewal","description":"Heineken in Formula 1 since 2016: how the partnership began, the responsible drinking campaign, Heineken 0.0 and the renewal from 2027 with 5 title races.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/","og_locale":"en_US","og_type":"article","og_title":"Heineken in F1: the partnership, responsible drinking and the 2027 renewal","og_description":"Heineken in Formula 1 since 2016: how the partnership began, the responsible drinking campaign, Heineken 0.0 and the renewal from 2027 with 5 title races.","og_url":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/","og_site_name":"RTR Sports","article_publisher":"https:\/\/www.facebook.com\/RTRSportsMarketing\/","article_author":"https:\/\/www.facebook.com\/rtrsportsmarketing","og_image":[{"width":1024,"height":1024,"url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/heinkeken-f1-2.jpg","type":"image\/jpeg"}],"author":"Emanuele Venturoli","twitter_card":"summary_large_image","twitter_creator":"@twitter.com\/RTR_motoGP","twitter_site":"@rtrsports","twitter_misc":{"Written by":"Emanuele Venturoli","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/#article","isPartOf":{"@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/"},"author":{"name":"Emanuele Venturoli","@id":"https:\/\/rtrsports.com\/en\/#\/schema\/person\/6db38b859a8be0e39a3fb94a2a7b0a24"},"headline":"Heineken in F1: the partnership, responsible drinking and the 2027 renewal","datePublished":"2023-02-06T08:28:55+00:00","dateModified":"2026-09-30T10:09:20+00:00","mainEntityOfPage":{"@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/"},"wordCount":1295,"commentCount":0,"publisher":{"@id":"https:\/\/rtrsports.com\/en\/#organization"},"image":{"@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/heinkeken-f1-2.jpg","articleSection":["Formula 1","Sport Sponsorship"],"inLanguage":"en","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/","url":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/","name":"Heineken F1: the Partnership, 0.0 and the 2027 Renewal","isPartOf":{"@id":"https:\/\/rtrsports.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/#primaryimage"},"image":{"@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/heinkeken-f1-2.jpg","datePublished":"2023-02-06T08:28:55+00:00","dateModified":"2026-09-30T10:09:20+00:00","description":"Heineken in Formula 1 since 2016: how the partnership began, the responsible drinking campaign, Heineken 0.0 and the renewal from 2027 with 5 title races.","breadcrumb":{"@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/#breadcrumb"},"inLanguage":"en","potentialAction":[{"@type":"ReadAction","target":["https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/"]}]},{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/#primaryimage","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/heinkeken-f1-2.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/heinkeken-f1-2.jpg","width":1024,"height":1024,"caption":"Heineken in F1"},{"@type":"BreadcrumbList","@id":"https:\/\/rtrsports.com\/en\/blog\/heineken-in-formula-1-an-unlikely-partnership\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/rtrsports.com\/en\/"},{"@type":"ListItem","position":2,"name":"Heineken in F1: the partnership, responsible drinking and the 2027 renewal"}]},{"@type":"WebSite","@id":"https:\/\/rtrsports.com\/en\/#website","url":"https:\/\/rtrsports.com\/en\/","name":"RTR Sports Marketing","description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","publisher":{"@id":"https:\/\/rtrsports.com\/en\/#organization"},"alternateName":"RTR Sports","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/rtrsports.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en"},{"@type":"Organization","@id":"https:\/\/rtrsports.com\/en\/#organization","name":"RTR Sports Marketing","alternateName":"RTR sports","url":"https:\/\/rtrsports.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/rtrsports.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","width":946,"height":260,"caption":"RTR Sports Marketing"},"image":{"@id":"https:\/\/rtrsports.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/RTRSportsMarketing\/","https:\/\/x.com\/rtrsports","https:\/\/www.linkedin.com\/company\/rtr-sports-marketing\/","https:\/\/www.wikidata.org\/wiki\/Q7797317"],"description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","email":"info@rtrsports.com","legalName":"RTR Sports Marketing LTD","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"}},{"@type":"Person","@id":"https:\/\/rtrsports.com\/en\/#\/schema\/person\/6db38b859a8be0e39a3fb94a2a7b0a24","name":"Emanuele Venturoli","image":{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","caption":"Emanuele Venturoli"},"description":"Emanuele Venturoli is Head of Communication & Marketing at RTR Sports Marketing, where he has led the agency's editorial, digital, and SEO output since 2012. He holds a degree in Public, Political and Institutional Communication from the University of Bologna and began his career in sport at Virtus Bologna basketball before moving into motorsport. He lectures in sports marketing at 24ORE Business School and writes across Formula 1, MotoGP, and sponsorship strategy, overseeing RTR's multilingual content platform across 13 languages.","sameAs":["https:\/\/rtrsports.com","https:\/\/www.facebook.com\/rtrsportsmarketing","https:\/\/it.linkedin.com\/in\/emanueleventuroli","https:\/\/x.com\/twitter.com\/RTR_motoGP"],"url":"https:\/\/rtrsports.com\/en\/author\/emanuele\/"}]}},"_links":{"self":[{"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/posts\/238910","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/comments?post=238910"}],"version-history":[{"count":3,"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/posts\/238910\/revisions"}],"predecessor-version":[{"id":357213,"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/posts\/238910\/revisions\/357213"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/media\/159417"}],"wp:attachment":[{"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/media?parent=238910"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/categories?post=238910"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rtrsports.com\/en\/wp-json\/wp\/v2\/tags?post=238910"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}