{"id":238939,"date":"2023-02-06T09:29:06","date_gmt":"2023-02-06T08:29:06","guid":{"rendered":"https:\/\/rtrsports.com\/heineken-in-formula-1-an-unlikely-partnership\/"},"modified":"2025-07-24T18:54:29","modified_gmt":"2025-07-24T16:54:29","slug":"heineken-in-formula-1-an-unlikely-partnership","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/heineken-in-formula-1-uma-parceria-incrivel\/","title":{"rendered":"Heineken na F\u00f3rmula 1: Uma parceria improv\u00e1vel"},"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>A maior companhia de cerveja da Europa, Heineken, formou uma forte parceria com a F\u00f3rmula 1 nos \u00faltimos anos. Os benef\u00edcios t\u00eam sido m\u00fatuos, uma vez que o crescimento da sua campanha de consumo respons\u00e1vel de \u00e1lcool tem ajudado ambas as marcas a levar uma mensagem importante aos f\u00e3s de F1.<\/h2>\n<p>Em 2016, a Heineken assinou um acordo de patroc\u00ednio de 5 anos com a F\u00f3rmula 1 a partir da \u00e9poca de 2017. Segundo diferentes fontes, o neg\u00f3cio est\u00e1 avaliado em cerca de <a href=\"https:\/\/www.theguardian.com\/sport\/2016\/may\/17\/formula-one-sponsorship-deal-heineken\"> 150 a 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\"> milh\u00f5es de d\u00f3lares<\/a>! Esta parceria n\u00e3o \u00e9 a primeira da Heineken no mundo do desporto, pois segue-se a outras parcerias de sucesso com a Liga dos Campe\u00f5es da UEFA e o Campeonato do Mundo de Rugby.<\/p>\n<p>\u00c0 dist\u00e2ncia, este pode parecer um acordo de patroc\u00ednio simples. A <a href=\"https:\/\/www.heineken.co.uk\/\">Heineken<\/a> \u00e9 uma das principais empresas de cerveja do mundo, enquanto a F\u00f3rmula 1 \u00e9 um dos desportos mais populares do mundo, com uma base de f\u00e3s global. Certamente que a sua parceria requer poucas explica\u00e7\u00f5es. A Heineken beneficia do facto de ser o parceiro principal de um desporto em r\u00e1pido crescimento, que oferece enormes oportunidades comerciais e de entretenimento, enquanto a F1 ganha financeiramente com uma grande taxa de patroc\u00ednio. No entanto, quando se dirige ao elefante na sala, compreende que esta parceria n\u00e3o \u00e9 assim t\u00e3o simples&#8230;<\/p>\n<h2>O <strong id=\"js-phrase\">patrocinador<\/strong> oficial <strong id=\"js-phrase\">da cerveja da F1<\/strong><\/h2>\n<p>\u00c9 importante lembrar que a Heineken \u00e9 uma empresa <strong>de cerveja<\/strong> e que a F1 \u00e9 um desporto em que os supercarros correm uns contra os outros todos os fins-de-semana. Quando a parceria como Patrocinador Oficial da Cerveja foi anunciada, os cr\u00edticos chamaram muito a aten\u00e7\u00e3o para a perigosa mistura de \u00e1lcool e condu\u00e7\u00e3o &#8211; quanto mais correr a mais de 200 mph. Muitos estavam preocupados com o facto de o principal desporto autom\u00f3vel mundial estar publicamente ligado a um grande assassino na estrada, e entre os interessados encontrava-se a Alian\u00e7a Europeia para a Pol\u00edtica do \u00c1lcool. O organismo representa 57 organiza\u00e7\u00f5es de sa\u00fade p\u00fablica, trabalhando para reduzir os danos relacionados com o \u00e1lcool em 25 pa\u00edses europeus. Em 2016 expressaram as suas preocupa\u00e7\u00f5es numa carta \u00e0 FIA, salientando o facto de <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.\">a condu\u00e7\u00e3o sob a influ\u00eancia do \u00e1lcool contribuir para mais de 10.000 mortes por ano na UE<\/a>. F1 e Heineken responderam com a sua campanha &#8220;Think Before You Drive&#8221;. N\u00e3o se pode perder os slogans da campanha nos eventos de F1 &#8211; est\u00e3o em todo o lado e ajudaram a quebrar o estigma que rodeia esta parceria.<\/p>\n<p>Saiba mais sobre esta campanha e as complexidades da improv\u00e1vel parceria 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>O que o acordo envolve: &#8216;Quando Conduzes, Nunca Bebes&#8217;.<\/h3>\n<p>O acordo, que decorre at\u00e9 ao final de 2023, d\u00e1 \u00e0 Heineken o patroc\u00ednio do t\u00edtulo de 3 corridas por \u00e9poca, e a marca da pista em 6 outros eventos. A Heineken considerou esta parceria atractiva, uma vez que reconheceu a tend\u00eancia ascendente da F1, <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/formula1-na-como-que-que-nao-e-popularidade\/\">com a entrada deste desporto em novos mercados nos \u00faltimos anos.<\/a> Gianluca Di Tondo, diretor s\u00e9nior da marca Heineken, afirmou: &#8220;Esta parceria complementa as nossas plataformas globais existentes, permitindo-nos chegar aos enormes n\u00fameros de espectadores da F1 e aos 400 milh\u00f5es de telespectadores \u00fanicos todos os anos&#8221;. Para al\u00e9m disso, Di Tondo salientou a sua inten\u00e7\u00e3o de expandir a plataforma de consumo respons\u00e1vel da marca juntamente com o desporto. Isto deve come\u00e7ar a facilitar a compreens\u00e3o da raz\u00e3o pela qual a Heineken escolheu patrocinar a F1 &#8211; n\u00e3o h\u00e1 melhor lugar para promover a sua mensagem de condu\u00e7\u00e3o antibebida do que numa pista de corrida de F1.<\/p>\n<p>A parceria centra-se em torno do slogan, &#8216;When You Drive, Never Drink&#8217;, e tem visto as respectivas campanhas de bebida respons\u00e1vel das duas marcas fundir-se. Bernie Ecclestone, o CEO da F\u00f3rmula 1 na altura, disse que tinha estado a pensar em iniciar uma campanha &#8216;Pense Antes de Conduzir&#8217;, em eventos de F1. \u00c9 f\u00e1cil perceber ent\u00e3o porque \u00e9 que esta parceria faz sentido &#8211; n\u00e3o se trata apenas de obter ganhos financeiros, mas tamb\u00e9m de empurrar uma importante mensagem conjunta.<\/p>\n<p>A campanha &#8220;<strong>Quando Conduzes, Nunca Bebes<\/strong>&#8221; foi lan\u00e7ada em fevereiro de 2020, <a href=\"https:\/\/www.youtube.com\/watch?v=iN3pKkuYqtM\">com uma curta-metragem que apresenta as lendas da F1, <em>Keke<\/em> e <em>Nico Rosenberg<\/em>.<\/a> O an\u00fancio utiliza dois antigos campe\u00f5es mundiais, pai e filho, para sublinhar que, por mais confiante que sejas como condutor, nunca deves beber e conduzir &#8211; termina com a frase: &#8220;O melhor condutor \u00e9 aquele que n\u00e3o bebe&#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>Como Heineken est\u00e1 a mudar a experi\u00eancia dos f\u00e3s<\/h3>\n<p>Para que um patroc\u00ednio tenha sucesso, as duas marcas devem tornar-se parceiras. <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/as-petronas-mercedes-f1-patrocinio-criacao-de-grandes-parceiros-patrocinio-de-patrocinio\/\">H\u00e1 provas deste facto na pr\u00f3pria F1, uma vez que Petronas e Mercedes se juntaram para dominar o desporto nos anos 2010<\/a>. Embora a F1 tenha obviamente beneficiado de fazer parte da campanha de bebida respons\u00e1vel da Heineken, a Heineken tamb\u00e9m tem ajudado a tornar o desporto mais interactivo para os adeptos. Organizam eventos divertidos em v\u00e1rios fins-de-semana de corridas de F\u00f3rmula 1 e lan\u00e7am conte\u00fados envolventes para os f\u00e3s nas redes sociais.<\/p>\n<p>Os participantes em Grand Prix&#8217;s pessoalmente podem desfrutar de uma bebida na zona dos f\u00e3s, participar em actividades como o Pitstop Challenge, ou testar simuladores de carros Esports, entre outras coisas. Para os f\u00e3s que assistem em casa, a Heineken e a F1 organizaram concursos para pr\u00e9mios como um <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> especial, que vem com m\u00faltiplos ecr\u00e3s, auscultadores para equipas de corrida e, claro, uma torneira Heineken 0.0!<\/p>\n<p>Para al\u00e9m destas excitantes actividades, a Heineken tamb\u00e9m ajudou a impulsionar o envolvimento online na constru\u00e7\u00e3o do Grande Pr\u00e9mio, uma vez que gerem media de marca com filmagens de F1 &#8211; incluindo entrevistas, destaques, etc.<\/p>\n<p>No ano passado, que conduziu ao primeiro Grande Pr\u00e9mio de Miami, a campanha &#8216;When You Drive, Never Drink&#8217; foi renovada, com um novo an\u00fancio estrelado pelos pilotos <em>Daniel Ricciardo<\/em> e <em>Sergio Perez <\/em>. Mais uma vez, a campanha levou a importante mensagem das duas marcas aos f\u00e3s, numa cidade famosa pela sua vida nocturna. Para encorajar os adeptos a obterem passeios seguros nesse fim-de-semana, a Heineken juntou-se a Uber para oferecer c\u00f3digos de desconto em todos os EUA.<\/p>\n<p>Depois de ter sido o patrocinador do t\u00edtulo do emocionante Grande Pr\u00e9mio inaugural de Miami, foi recentemente anunciado que Heineken ser\u00e1 tamb\u00e9m o patrocinador do t\u00edtulo para uma das corridas mais previstas no <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/official-2023-f1-calendar-24-races-9-months-of-competition\/\">calend\u00e1rio de 2023 de F1 &#8211;<\/a> o Grande Pr\u00e9mio 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>Nota final<\/h3>\n<p>A influ\u00eancia de Heineken na F1 continua a crescer pois, ainda no outro dia, assinaram um acordo com a equipa de F1 da Red Bull, que ver\u00e1 o seu logotipo ic\u00f3nico no capacete do campe\u00e3o mundial reinante, Max Verstappen. H\u00e1 alguns anos esta not\u00edcia pode ter suscitado cr\u00edticas por parte dos f\u00e3s, compreensivelmente preocupados com a crescente presen\u00e7a do \u00e1lcool na F1. No entanto, a Heineken fez bem em silenciar os cr\u00edticos atrav\u00e9s das suas iniciativas convincentes como patrocinador oficial da cerveja da F1 e, como resultado, assegurou que todas as partes colhessem o m\u00e1ximo de benef\u00edcios desta parceria especial.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A maior companhia de cerveja da Europa, Heineken, formou uma forte parceria com a F\u00f3rmula 1 nos \u00faltimos anos. Os benef\u00edcios t\u00eam sido m\u00fatuos, uma vez que o crescimento da sua campanha de consumo respons\u00e1vel de \u00e1lcool tem ajudado ambas as marcas a levar uma mensagem importante aos f\u00e3s de F1.<\/p>\n","protected":false},"author":2,"featured_media":193573,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20272],"tags":[],"class_list":["post-238939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-2"],"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 na F\u00f3rmula 1: Uma parceria improv\u00e1vel<\/title>\n<meta name=\"description\" content=\"A maior companhia de cerveja da Europa, Heineken, formou uma forte parceria com a F\u00f3rmula 1 nos \u00faltimos anos. E os benef\u00edcios t\u00eam sido m\u00fatuos.\" \/>\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\/pt-pt\/blog\/heineken-in-formula-1-uma-parceria-incrivel\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Heineken na F\u00f3rmula 1: Uma parceria improv\u00e1vel\" \/>\n<meta property=\"og:description\" content=\"A maior companhia de cerveja da Europa, Heineken, formou uma forte parceria com a F\u00f3rmula 1 nos \u00faltimos anos. 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