{"id":238936,"date":"2023-02-06T09:28:35","date_gmt":"2023-02-06T08:28:35","guid":{"rendered":"https:\/\/rtrsports.com\/heineken-in-formula-1-un-partenariat-improbable\/"},"modified":"2025-07-04T18:31:03","modified_gmt":"2025-07-04T16:31:03","slug":"heineken-in-formula-1-un-partenariat-improbable","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/heineken-in-formula-1-un-partenariat-improbable\/","title":{"rendered":"Heineken en Formule 1 : Un partenariat improbable"},"content":{"rendered":"<p><iframe loading=\"lazy\" title=\"Heineken in Formula 1: An unlikely partnership\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/UQoUGiQpG7s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>La plus grande compagnie de bi\u00e8re d&#8217;Europe, Heineken, a form\u00e9 un partenariat solide avec la Formule 1 ces derni\u00e8res ann\u00e9es. Les b\u00e9n\u00e9fices ont \u00e9t\u00e9 mutuels, puisque la croissance de leur campagne de consommation responsable a aid\u00e9 les deux marques \u00e0 faire passer un message important aux fans de la F1.<\/h2>\n<p>En 2016, Heineken a sign\u00e9 un contrat de sponsoring de 5 ans avec la Formule 1 \u00e0 partir de la saison 2017. Selon diff\u00e9rentes sources, la valeur de l&#8217;accord se situerait entre <a href=\"https:\/\/www.theguardian.com\/sport\/2016\/may\/17\/formula-one-sponsorship-deal-heineken\"> 150 et 250<\/a><a href=\"https:\/\/www.foxsports.com.au\/motorsport\/formula-one\/f1-heineken-signs-337-million-deal-to-become-the-global-beer-partner-of-formula-1\/news-story\/3117522ce1eb309df9cb89e591794c21\"> millions de<\/a> dollars ! Ce partenariat n&#8217;est pas le premier de Heineken dans le monde du sport, puisqu&#8217;il fait suite \u00e0 d&#8217;autres partenariats fructueux avec l&#8217;UEFA Champions League et la Coupe du monde de rugby.<\/p>\n<p>\u00c0 premi\u00e8re vue, il s&#8217;agit d&#8217;un contrat de parrainage simple. <a href=\"https:\/\/www.heineken.co.uk\/\">Heineken<\/a> est l&#8217;une des plus grandes soci\u00e9t\u00e9s de bi\u00e8re au monde, tandis que la Formule 1 est l&#8217;un des sports les plus populaires au monde, avec une base de supporters internationale. Leur partenariat ne n\u00e9cessite-t-il pas une explication ? Heineken b\u00e9n\u00e9ficie du fait d&#8217;\u00eatre le partenaire titre d&#8217;un sport en plein essor, qui offre d&#8217;\u00e9normes opportunit\u00e9s commerciales et de divertissement, tandis que la F1 tire un b\u00e9n\u00e9fice financier d&#8217;un sponsoring important. Cependant, lorsque l&#8217;on s&#8217;attaque \u00e0 l&#8217;\u00e9l\u00e9phant dans la pi\u00e8ce, on comprend que ce partenariat n&#8217;est en fait pas si simple&#8230;<\/p>\n<h2>Le <strong id=\"js-phrase\">sponsor<\/strong> officiel <strong id=\"js-phrase\">de la bi\u00e8re de F1<\/strong><\/h2>\n<p>Il est important de rappeler que Heineken est une entreprise de <strong>bi\u00e8re<\/strong> et que la F1 est un sport o\u00f9 des supercars s&#8217;affrontent tous les deux week-ends. Lorsque le partenariat en tant que sponsor officiel de la bi\u00e8re a \u00e9t\u00e9 annonc\u00e9, les critiques ont attir\u00e9 l&#8217;attention sur le m\u00e9lange dangereux de l&#8217;alcool et de la conduite &#8211; sans parler des courses \u00e0 plus de 200 mph. Nombreux \u00e9taient ceux qui s&#8217;inqui\u00e9taient du fait que le plus grand sport automobile du monde soit publiquement li\u00e9 \u00e0 une cause majeure de mortalit\u00e9 sur la route, et parmi eux, l&#8217;Alliance pour une politique europ\u00e9enne en mati\u00e8re d&#8217;alcool. Cet organisme repr\u00e9sente 57 organisations de sant\u00e9 publique, qui \u0153uvrent \u00e0 la r\u00e9duction des dommages li\u00e9s \u00e0 l&#8217;alcool dans 25 pays europ\u00e9ens. En 2016, ils ont exprim\u00e9 leurs pr\u00e9occupations dans une lettre adress\u00e9e \u00e0 la FIA, soulignant le fait que <a href=\"https:\/\/www.racefans.net\/2016\/06\/14\/f1s-heineken-sponsorship-deal-criticised-in-letter-to-todt\/#:~:text=Formula%20One's%20%24150%20million%20sponsorship,to%20FIA%20president%20Jean%20Todt.\">la conduite sous l&#8217;influence de l&#8217;alcool contribue \u00e0 plus de 10 000 d\u00e9c\u00e8s par an dans l&#8217;UE<\/a>. La F1 et Heineken ont r\u00e9agi en lan\u00e7ant leur campagne &#8220;R\u00e9fl\u00e9chissez avant de conduire&#8221;. Vous ne pouvez pas manquer les slogans de la campagne lors des \u00e9v\u00e9nements de la F1 &#8211; ils sont partout et ils ont contribu\u00e9 \u00e0 briser la stigmatisation entourant ce partenariat.<\/p>\n<p>Apprenez-en davantage sur cette campagne et sur les complexit\u00e9s de l&#8217;improbable partenariat Heineken-F1&#8230;<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-105066\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/heinkeken-f1-2.jpg\" alt=\"heinkeken-f1-2\" width=\"400\" height=\"400\" \/><\/h3>\n<h3>En quoi consiste l&#8217;accord : &#8220;Quand vous conduisez, ne buvez jamais&#8221;.<\/h3>\n<p>L&#8217;accord, qui court jusqu&#8217;\u00e0 la fin de l&#8217;ann\u00e9e 2023, permet \u00e0 Heineken d&#8217;\u00eatre le sponsor principal de trois courses par saison et de marquer les circuits de six autres \u00e9v\u00e9nements. Heineken a \u00e9t\u00e9 s\u00e9duit par ce partenariat, car il reconna\u00eet la tendance \u00e0 la hausse de la F1, <a href=\"https:\/\/rtrsports.com\/en\/blog\/formula-1-in-the-us-whats-behind-its-rise-in-popularity\/\">qui a p\u00e9n\u00e9tr\u00e9 de nouveaux march\u00e9s au cours des derni\u00e8res ann\u00e9es.<\/a> Gianluca Di Tondo, directeur principal de la marque Heineken, a d\u00e9clar\u00e9 : &#8220;Ce partenariat compl\u00e8te nos plates-formes mondiales existantes, ce qui nous permet d&#8217;atteindre le nombre consid\u00e9rable de spectateurs de la F1 et les 400 millions de t\u00e9l\u00e9spectateurs uniques qui la regardent chaque ann\u00e9e&#8221;. En outre, Di Tondo a soulign\u00e9 son intention de d\u00e9velopper la plateforme de consommation responsable de la marque en m\u00eame temps que le sport. On comprend mieux pourquoi Heineken a choisi de sponsoriser la F1 : il n&#8217;y a pas de meilleur endroit pour promouvoir son message contre l&#8217;alcool au volant qu&#8217;un circuit de F1.<\/p>\n<p>Le partenariat s&#8217;articule autour du slogan &#8220;Quand vous conduisez, ne buvez jamais&#8221; et a vu les campagnes respectives de consommation responsable des deux marques fusionner. Bernie Ecclestone, le PDG de la Formule 1 \u00e0 l&#8217;\u00e9poque, a d\u00e9clar\u00e9 qu&#8217;il avait envisag\u00e9 de lancer une campagne &#8220;R\u00e9fl\u00e9chissez avant de conduire&#8221; lors des \u00e9v\u00e9nements de la F1. Il est donc facile de comprendre pourquoi ce partenariat a du sens : il ne s&#8217;agit pas seulement de r\u00e9aliser des gains financiers, mais aussi de faire passer un message commun important.<\/p>\n<p>La campagne &#8220;<strong>Quand vous conduisez, ne buvez jamais<\/strong>&#8221; a \u00e9t\u00e9 lanc\u00e9e en f\u00e9vrier 2020 <a href=\"https:\/\/www.youtube.com\/watch?v=iN3pKkuYqtM\">, avec un court m\u00e9trage mettant en sc\u00e8ne les l\u00e9gendes de la F1, <em>Keke<\/em> et <em>Nico Rosenberg<\/em>.<\/a> Le spot publicitaire met en sc\u00e8ne deux anciens champions du monde, p\u00e8re et fils, pour souligner que, quelle que soit votre confiance en tant que conducteur, vous ne devez jamais conduire en \u00e9tat d&#8217;\u00e9bri\u00e9t\u00e9 &#8211; il se termine par la citation suivante : &#8220;Le meilleur conducteur est celui qui ne boit pas&#8221;.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-105059\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heineken-f1-3-400x400.jpg\" alt=\"heineken-f1-3\" width=\"400\" height=\"400\" \/><\/h3>\n<h3>Comment Heineken change l&#8217;exp\u00e9rience des supporters<\/h3>\n<p>Pour qu&#8217;un parrainage soit r\u00e9ussi, les deux marques doivent devenir partenaires. La <a href=\"https:\/\/rtrsports.com\/fr\/blog\/the-petronas-mercedes-f1-sponsorship-creating-great-partnerships-from-sponsorship-deals\/\">F1 elle-m\u00eame en est la preuve, puisque Petronas et Mercedes ont fait \u00e9quipe pour dominer le sport dans les ann\u00e9es 2010<\/a>. Si la F1 a \u00e9videmment b\u00e9n\u00e9fici\u00e9 de sa participation \u00e0 la campagne de consommation responsable de Heineken, cette derni\u00e8re a \u00e9galement contribu\u00e9 \u00e0 rendre le sport plus interactif pour les fans. Ils organisent des \u00e9v\u00e9nements amusants lors de divers week-ends de course de F1 et diffusent du contenu attrayant pour les fans sur les m\u00e9dias sociaux.<\/p>\n<p>Les personnes qui assistent en personne aux Grands Prix peuvent prendre un verre dans la fan zone, participer \u00e0 des activit\u00e9s comme le Pitstop Challenge ou tester les simulateurs de voitures Esports, entre autres. Pour les fans qui regardent la course \u00e0 la maison, Heineken et la F1 ont organis\u00e9 des concours pour gagner des prix tels qu&#8217;un <a href=\"https:\/\/www.formula1.com\/en\/latest\/article.competition-win-your-very-own-pit-wall-bar-from-heineken.6EJHtriJJWydUDA35pKw4T.html\">Pit Wall Bar<\/a> sp\u00e9cial, \u00e9quip\u00e9 de plusieurs \u00e9crans, des \u00e9couteurs de l&#8217;\u00e9quipe de course et, bien s\u00fbr, un robinet Heineken 0.0 !<\/p>\n<p>En plus de ces activit\u00e9s passionnantes, Heineken a \u00e9galement contribu\u00e9 \u00e0 stimuler l&#8217;engagement en ligne \u00e0 l&#8217;approche des Grands Prix en diffusant des m\u00e9dias de marque avec des images de la F1, notamment des interviews, des moments forts, etc.<\/p>\n<p>L&#8217;ann\u00e9e derni\u00e8re, avant le Grand Prix inaugural de Miami, la campagne &#8220;Quand vous conduisez, ne buvez jamais&#8221; a \u00e9t\u00e9 renouvel\u00e9e, avec un nouveau spot mettant en sc\u00e8ne les pilotes <em>Daniel Ricciardo<\/em> et <em>Sergio Perez. <\/em>Le message important des deux marques a de nouveau \u00e9t\u00e9 transmis aux fans, dans une ville c\u00e9l\u00e8bre pour sa vie nocturne. Pour encourager les fans \u00e0 se d\u00e9placer en toute s\u00e9curit\u00e9 ce week-end, Heineken s&#8217;est associ\u00e9e \u00e0 Uber pour proposer des codes de r\u00e9duction \u00e0 travers les \u00c9tats-Unis.<\/p>\n<p>Apr\u00e8s avoir \u00e9t\u00e9 le sponsor en titre de l&#8217;excitant Grand Prix inaugural de Miami, il a \u00e9t\u00e9 r\u00e9cemment annonc\u00e9 que Heineken sera \u00e9galement le sponsor en titre de l&#8217;une des courses les plus attendues du <a href=\"https:\/\/rtrsports.com\/fr\/?p=238614\">calendrier de la F1 en 2023,<\/a> le Grand Prix de Las Vegas.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-105073\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heinkenen-f1-1-400x400.jpg\" alt=\"heinkenen-f1-1\" width=\"400\" height=\"400\" \/><\/h3>\n<h3>Note de fin<\/h3>\n<p>L&#8217;influence de Heineken en F1 ne cesse de cro\u00eetre puisque, l&#8217;autre jour, elle a sign\u00e9 un accord avec l&#8217;\u00e9curie Red Bull F1, qui verra son logo embl\u00e9matique sur le casque du champion du monde en titre, Max Verstappen. Il y a quelques ann\u00e9es, cette nouvelle aurait pu susciter des critiques de la part des fans, inquiets \u00e0 juste titre de la pr\u00e9sence croissante de l&#8217;alcool en F1. Cependant, Heineken a r\u00e9ussi \u00e0 faire taire les critiques gr\u00e2ce \u00e0 ses initiatives convaincantes en tant que sponsor officiel de la bi\u00e8re de F1, et a ainsi veill\u00e9 \u00e0 ce que toutes les parties r\u00e9coltent le maximum de b\u00e9n\u00e9fices de ce partenariat sp\u00e9cial.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La plus grande compagnie de bi\u00e8re d&#8217;Europe, Heineken, a form\u00e9 un partenariat solide avec la Formule 1 ces derni\u00e8res ann\u00e9es. Les b\u00e9n\u00e9fices ont \u00e9t\u00e9 mutuels, puisque la croissance de leur campagne de consommation responsable a aid\u00e9 les deux marques \u00e0 faire passer un message important aux fans de la F1.<\/p>\n","protected":false},"author":2,"featured_media":193568,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20270],"tags":[],"class_list":["post-238936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-9"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Heineken en Formule 1 : Un partenariat improbable<\/title>\n<meta name=\"description\" content=\"La plus grande compagnie de bi\u00e8re d&#039;Europe, Heineken, a form\u00e9 un partenariat solide avec la Formule 1 ces derni\u00e8res ann\u00e9es. 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