• In 2021, the total revenue of the Formula One Group amounted to around 2.14 billion U.S. dollars, representing an increase of over 86 percent on the previous year.
• Formula 1’s overall prize pool for 2023 amounted to around 2.2 billion U.S. dollars, which was more than many other major sporting events across the world. M

The HEINEKEN Company announced the extension of its global partnership with Formula 1 until 2027. This significant development comes in response to the sport’s ever-growing fanbase and provides an exceptional opportunity for HEINEKEN to continue delivering an unparalleled fan experience.

Dolf van den Brink, Chairman and CEO at The HEINEKEN Company, expressed his enthusiasm for the extended partnership, stating:

“We are excited to share the news that HEINEKEN’s global partnership with Formula 1 has been extended for another five years until 2027. This collaboration is driven by the sport’s continuously expanding fanbase and offers us an incredible opportunity to engage with audiences worldwide.”

The partnership between HEINEKEN and Formula 1 is dedicated to providing fans with more entertainment and unforgettable experiences. As part of this commitment, the Dutch superstar DJ and producer Martin Garrix will be joining the collaboration, infusing his unique talent and energy to elevate the fan experience to new heights.

The partnership with Formula 1 serves as a platform to promote responsible drinking and encourage moderation. Through a series of initiatives and campaigns, HEINEKEN aims to actively engage fans and foster a culture of responsible enjoyment.

This announcement comes at an exceptionally exciting time for HEINEKEN, following the recent news of their partnership with Max Verstappen and Oracle Red Bull Racing. The combination of these partnerships, along with the extension of the Formula 1 collaboration, underscores HEINEKEN’s steadfast commitment to the world of motorsports and their unwavering dedication to creating unforgettable experiences for fans.

Looking ahead, HEINEKEN eagerly anticipates a remarkable season, with the highly anticipated Heineken Silver Las Vegas race serving as the pinnacle event later this year. As the company continues to expand its global reach, the partnership with Formula 1 will undeniably play a pivotal role in connecting with consumers and driving brand engagement.

With the upcoming Heineken Silver Las Vegas race on the horizon, the future looks incredibly promising for this dynamic partnership.

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