F1 toasts Heineken with new sponsorship deal


Heineken's sponsorship of F1 has now been confirmed. After cigarette advertising was extinguished, alcohol brands became the next logical choice. Despite their marketing nous, mixing drinking with racing is inherently problematic.

The company has also backed Ecclestone’s anti-drink-driving campaign by putting 30% of its F1 programme into a “If you drive, never drink” promotion, which will be spearheaded by Stewart and Coulthard and will begin at the end of June.

Love how brands can influence social messaging. "Don't drink less, just drive less!"

Souce: Guardian