{"id":242315,"date":"2024-01-03T15:13:25","date_gmt":"2024-01-03T14:13:25","guid":{"rendered":"https:\/\/rtrsports.com\/heineken-in-formula-1-an-improbable-partnership\/"},"modified":"2025-07-22T19:42:10","modified_gmt":"2025-07-22T17:42:10","slug":"heineken-in-formula-1-an-improbable-partnership","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/heineken-in-formula-1-an-unlikely-partnership\/","title":{"rendered":"Heineken w Formule 1: Ma\u0142o prawdopodobne partnerstwo"},"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>Najwi\u0119ksza firma piwowarska w Europie, Heineken, nawi\u0105za\u0142a w ostatnich latach siln\u0105 wsp\u00f3\u0142prac\u0119 z Formu\u0142\u0105 1. Korzy\u015bci by\u0142y obop\u00f3lne, poniewa\u017c rozw\u00f3j kampanii na rzecz odpowiedzialnego spo\u017cywania alkoholu pom\u00f3g\u0142 obu markom przekaza\u0107 wa\u017cne przes\u0142anie fanom F1.<\/h2>\n<p>W 2016 roku Heineken podpisa\u0142 5-letni\u0105 umow\u0119 sponsorsk\u0105 z Formu\u0142\u0105 1, pocz\u0105wszy od sezonu 2017. R\u00f3\u017cne \u017ar\u00f3d\u0142a donosz\u0105, \u017ce warto\u015b\u0107 umowy wynosi <a href=\"https:\/\/www.theguardian.com\/sport\/2016\/may\/17\/formula-one-sponsorship-deal-heineken\"> od 150 do 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\"> milion\u00f3w<\/a> dolar\u00f3w! To partnerstwo nie jest pierwszym Heinekena w \u015bwiecie sportu, poniewa\u017c nast\u0119puje po innych udanych partnerstwach z Lig\u0105 Mistrz\u00f3w UEFA i Pucharem \u015awiata w Rugby.<\/p>\n<p>Z daleka mo\u017ce to wygl\u0105da\u0107 na prost\u0105 umow\u0119 sponsorsk\u0105. <a href=\"https:\/\/www.heineken.co.uk\/\">Heineken<\/a> jest jedn\u0105 z wiod\u0105cych firm piwowarskich na \u015bwiecie, podczas gdy Formu\u0142a 1 jest jednym z najpopularniejszych sport\u00f3w na \u015bwiecie z globaln\u0105 rzesz\u0105 fan\u00f3w. Z pewno\u015bci\u0105 ich partnerstwo nie wymaga wielu wyja\u015bnie\u0144? Heineken czerpie korzy\u015bci z bycia partnerem tytularnym szybko rozwijaj\u0105cego si\u0119 sportu, kt\u00f3ry oferuje ogromne mo\u017cliwo\u015bci komercyjne i anga\u017cuj\u0105c\u0105 rozrywk\u0119, podczas gdy F1 zyskuje finansowo dzi\u0119ki du\u017cej op\u0142acie sponsorskiej. Kiedy jednak zajmiemy si\u0119 s\u0142oniem w pokoju, zrozumiemy, \u017ce to partnerstwo nie jest takie proste&#8230;<\/p>\n<h2>Oficjalny <strong id=\"js-phrase\">sponsor piwa F1<\/strong><\/h2>\n<p>Nale\u017cy pami\u0119ta\u0107, \u017ce Heineken to firma <strong>piwowarska<\/strong>, a F1 to sport, w kt\u00f3rym supersamochody \u015bcigaj\u0105 si\u0119 ze sob\u0105 co drugi weekend. Kiedy og\u0142oszono partnerstwo jako Oficjalny Sponsor Piwa, krytycy zwr\u00f3cili uwag\u0119 na niebezpieczne po\u0142\u0105czenie alkoholu i jazdy &#8211; nie m\u00f3wi\u0105c ju\u017c o wy\u015bcigach z pr\u0119dko\u015bci\u0105 ponad 200 mil na godzin\u0119. Wiele os\u00f3b by\u0142o zaniepokojonych faktem, \u017ce wiod\u0105cy na \u015bwiecie sport motorowy jest publicznie powi\u0105zany z g\u0142\u00f3wnym zab\u00f3jc\u0105 na drogach, a w\u015br\u00f3d nich by\u0142 European Alcohol Policy Alliance. Organizacja ta reprezentuje 57 organizacji zdrowia publicznego, dzia\u0142aj\u0105cych na rzecz ograniczenia szk\u00f3d zwi\u0105zanych z alkoholem w 25 krajach europejskich. W 2016 roku wyrazili oni swoje obawy w li\u015bcie do FIA, podkre\u015blaj\u0105c fakt, \u017ce <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.\">jazda pod wp\u0142ywem alkoholu przyczynia si\u0119 do ponad 10 000 zgon\u00f3w rocznie w UE<\/a>. F1 i Heineken odpowiedzia\u0142y kampani\u0105 &#8222;Pomy\u015bl zanim usi\u0105dziesz za kierownic\u0105&#8221;. Nie mo\u017cna przegapi\u0107 slogan\u00f3w kampanii na imprezach F1 &#8211; s\u0105 wsz\u0119dzie i pomog\u0142y prze\u0142ama\u0107 pi\u0119tno otaczaj\u0105ce to partnerstwo.<\/p>\n<p>Dowiedz si\u0119 wi\u0119cej o tej kampanii i z\u0142o\u017cono\u015bci ma\u0142o prawdopodobnego partnerstwa 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>Co obejmuje umowa: &#8222;Kiedy prowadzisz, nigdy nie pij<\/h3>\n<p>Umowa, kt\u00f3ra obowi\u0105zuje do ko\u0144ca 2023 roku, zapewnia Heinekenowi sponsoring tytularny 3 wy\u015bcig\u00f3w w sezonie oraz branding tor\u00f3w podczas 6 kolejnych wydarze\u0144. By\u0142o to atrakcyjne dla Heinekena, poniewa\u017c dostrzeg\u0142 trend wzrostowy, w jakim znajduje si\u0119 F1 <a href=\"https:\/\/rtrsports.com\/pl\/blog\/formula-1-w-nas-co-zahamowalo-jej-wzrost-popularnosci\/\">, a sport ten w ostatnich latach wkracza na nowe rynki.<\/a> Gianluca Di Tondo, starszy dyrektor marki Heineken, powiedzia\u0142: &#8222;To partnerstwo uzupe\u0142nia nasze istniej\u0105ce globalne platformy, umo\u017cliwiaj\u0105c nam dotarcie do ogromnej liczby widz\u00f3w F1 i 400 milion\u00f3w unikalnych widz\u00f3w telewizyjnych ka\u017cdego roku&#8221;. Ponadto Di Tondo podkre\u015bli\u0142 zamiar rozszerzenia platformy odpowiedzialnego picia marki wraz ze sportem. Powinno to u\u0142atwi\u0107 zrozumienie, dlaczego Heineken zdecydowa\u0142 si\u0119 sponsorowa\u0107 F1 &#8211; nie ma dla nich lepszego miejsca do promowania swojego przes\u0142ania przeciwko piciu alkoholu ni\u017c tor wy\u015bcigowy F1.<\/p>\n<p>Partnerstwo koncentruje si\u0119 wok\u00f3\u0142 has\u0142a &#8222;When You Drive, Never Drink&#8221; (Kiedy prowadzisz, nigdy nie pij) i doprowadzi\u0142o do po\u0142\u0105czenia kampanii obu marek dotycz\u0105cych odpowiedzialnego spo\u017cywania alkoholu. Bernie Ecclestone, \u00f3wczesny dyrektor generalny Formu\u0142y 1, powiedzia\u0142, \u017ce zastanawia\u0142 si\u0119 nad rozpocz\u0119ciem kampanii &#8222;Pomy\u015bl, zanim usi\u0105dziesz za kierownic\u0105&#8221; podczas wydarze\u0144 F1. \u0141atwo wi\u0119c zrozumie\u0107, dlaczego to partnerstwo ma sens &#8211; nie chodzi tylko o osi\u0105gni\u0119cie korzy\u015bci finansowych, ale tak\u017ce o przekazanie wa\u017cnego wsp\u00f3lnego przes\u0142ania.<\/p>\n<p>Kampania &#8222;<strong>When You Drive, Never Drink<\/strong>&#8221; zosta\u0142a uruchomiona w lutym 2020 r., <a href=\"https:\/\/www.youtube.com\/watch?v=iN3pKkuYqtM\">wraz z kr\u00f3tkim filmem z udzia\u0142em legend F1, <em>Keke<\/em> i <em>Nico Rosenberg\u00f3w<\/em>.<\/a> Reklama wykorzystuje dw\u00f3ch by\u0142ych mistrz\u00f3w \u015bwiata, ojca i syna, aby podkre\u015bli\u0107, \u017ce bez wzgl\u0119du na to, jak pewnym kierowc\u0105 jeste\u015b, nigdy nie powiniene\u015b pi\u0107 i prowadzi\u0107 &#8211; ko\u0144czy si\u0119 cytatem: &#8222;Lepszym kierowc\u0105 jest ten, kt\u00f3ry nie pije&#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>Jak Heineken zmienia do\u015bwiadczenia fan\u00f3w<\/h3>\n<p>Aby sponsoring odni\u00f3s\u0142 sukces, obie marki musz\u0105 sta\u0107 si\u0119 partnerami. <a href=\"https:\/\/rtrsports.com\/pl\/blog\/the-petronas-mercedes-f1-sponsoring-tworzenie-wspanialych-partnerstw-z-kontraktow\/\">Jest na to dow\u00f3d w samej F1, gdy Petronas i Mercedes po\u0142\u0105czy\u0142y si\u0142y, by zdominowa\u0107 ten sport w 2010 roku<\/a>. Podczas gdy F1 oczywi\u015bcie skorzysta\u0142a na byciu cz\u0119\u015bci\u0105 kampanii Heinekena dotycz\u0105cej odpowiedzialnego picia alkoholu, Heineken pom\u00f3g\u0142 r\u00f3wnie\u017c uczyni\u0107 ten sport bardziej interaktywnym dla fan\u00f3w. Organizuj\u0105 zabawne wydarzenia podczas r\u00f3\u017cnych weekend\u00f3w wy\u015bcigowych F1 i publikuj\u0105 anga\u017cuj\u0105ce tre\u015bci dla fan\u00f3w w mediach spo\u0142eczno\u015bciowych.<\/p>\n<p>Osoby osobi\u015bcie uczestnicz\u0105ce w Grand Prix mog\u0105 napi\u0107 si\u0119 drinka w strefie kibica, wzi\u0105\u0107 udzia\u0142 w zaj\u0119ciach takich jak Pitstop Challenge lub przetestowa\u0107 symulatory samochod\u00f3w Esports. Dla fan\u00f3w ogl\u0105daj\u0105cych w domu, Heineken i F1 zorganizowali konkursy z nagrodami, takimi jak specjalny <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>, kt\u00f3ry jest wyposa\u017cony w wiele ekran\u00f3w, s\u0142uchawki zespo\u0142u wy\u015bcigowego i oczywi\u015bcie kran Heineken 0.0!<\/p>\n<p>Opr\u00f3cz tych ekscytuj\u0105cych dzia\u0142a\u0144, Heineken pom\u00f3g\u0142 r\u00f3wnie\u017c zwi\u0119kszy\u0107 zaanga\u017cowanie online w okresie poprzedzaj\u0105cym Grand Prix, prowadz\u0105c markowe media z materia\u0142ami filmowymi F1 &#8211; w tym wywiadami, najwa\u017cniejszymi wydarzeniami itp.<\/p>\n<p>W ubieg\u0142ym roku, przed inauguracyjnym Grand Prix Miami, kampania &#8222;When You Drive, Never Drink&#8221; zosta\u0142a od\u015bwie\u017cona o now\u0105 reklam\u0119 z udzia\u0142em kierowc\u00f3w <em>Daniela Ricciardo<\/em> i <em>Sergio Pereza. <\/em>Ponownie przekazano fanom wa\u017cne przes\u0142anie obu marek w mie\u015bcie s\u0142yn\u0105cym z nocnego \u017cycia. Aby zach\u0119ci\u0107 fan\u00f3w do bezpiecznych przejazd\u00f3w w ten weekend, Heineken nawi\u0105za\u0142 wsp\u00f3\u0142prac\u0119 z Uberem, aby zaoferowa\u0107 kody rabatowe w ca\u0142ych Stanach Zjednoczonych.<\/p>\n<p>Po byciu sponsorem tytularnym ekscytuj\u0105cego inauguracyjnego Grand Prix Miami, niedawno og\u0142oszono, \u017ce Heineken b\u0119dzie r\u00f3wnie\u017c sponsorem tytularnym jednego z najbardziej oczekiwanych wy\u015bcig\u00f3w w <a href=\"https:\/\/rtrsports.com\/pl\/blog\/official-2023-f1-calendar-24-races-9-months-of-competition\/\">kalendarzu F1 2023 &#8211;<\/a> Grand Prix 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>Nota ko\u0144cowa<\/h3>\n<p>Wp\u0142yw Heinekena na F1 wci\u0105\u017c ro\u015bnie, poniewa\u017c niedawno podpisa\u0142 on umow\u0119 z zespo\u0142em Red Bull F1, w ramach kt\u00f3rej jego kultowe logo znajdzie si\u0119 na kasku aktualnego mistrza \u015bwiata, Maxa Verstappena. Kilka lat temu ta wiadomo\u015b\u0107 mog\u0142a wywo\u0142a\u0107 krytyk\u0119 ze strony fan\u00f3w, kt\u00f3rzy, co zrozumia\u0142e, martwili si\u0119 rosn\u0105c\u0105 obecno\u015bci\u0105 alkoholu w F1. Jednak Heineken dobrze si\u0119 spisa\u0142, aby uciszy\u0107 krytyk\u00f3w poprzez swoje przekonuj\u0105ce inicjatywy jako oficjalny sponsor piwa F1, a w rezultacie zapewni\u0142, \u017ce wszystkie strony czerpi\u0105 maksymalne korzy\u015bci z tego specjalnego partnerstwa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Najwi\u0119ksza firma piwowarska w Europie, Heineken, nawi\u0105za\u0142a w ostatnich latach siln\u0105 wsp\u00f3\u0142prac\u0119 z Formu\u0142\u0105 1. Korzy\u015bci by\u0142y obop\u00f3lne, poniewa\u017c rozw\u00f3j ich kampanii odpowiedzialnego picia pom\u00f3g\u0142 obu markom w przekazaniu wa\u017cnego przes\u0142ania fanom F1.<\/p>\n","protected":false},"author":2,"featured_media":193572,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20268],"tags":[],"class_list":["post-242315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-7"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Heineken w Formule 1: Ma\u0142o prawdopodobne partnerstwo<\/title>\n<meta name=\"description\" content=\"Najwi\u0119ksza firma piwowarska w Europie, Heineken, nawi\u0105za\u0142a w ostatnich latach siln\u0105 wsp\u00f3\u0142prac\u0119 z Formu\u0142\u0105 1. 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