Heineken takes on naming rights for Australia Formula 1 Grand Prix

January 22, 2022

Events / Marketing / Sport /

Netherland-based global brewing company Heineken has been announced as the title sponsor of the Australia Formula One Grand Prix, replacing Rolex the event’s title partner since 2013.

Set to take place at Melbourne’s Albert Park circuit from 7th to 10th April, the race will be known as the Formula 1 Heineken Australian Grand Prix 2022.

Heineken, a global partner of Formula 1 since 2016, is exclusive beer partner for the entire racing calendar, and also holds the title sponsorships of races in the Netherlands, Mexico and Brazil.

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.

Welcoming the new partnership, Australian Grand Prix Corporation Chief Executive, Andrew Westacott stated “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.”

Heineken Country Manager - Australia, Willemijn Sneep added “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.

“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.”

Having previously been the season-opener for F1 over a number of years, the 2022 Formula 1 Heineken Australian Grand Prix will be the third race in the series calendar.

Image: Heineken is one of Formula One's six global partners. Credit: Heineken.

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