Formula E names Heineken as new partner

Formula E has announced a new partnership with global beer brand Heineken ahead of the all-electric championship's fifth season, starting in Saudi Arabia on December 15.

Heineken will become Formula E's global beer and cider partner as part of a multi-year agreement with the series that will see the brand enjoy "substantial pouring, activation and access rights across events and key race locations, including Santiago, Mexico City, Rome and New York City."

"Heineken has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world. We’re very much looking forward to bringing their experience to the ABB FIA Formula E Championship," FIA Formula E CEO Alejandro Agag said.

"It’s an exciting time for the series and the involvement of a global premium brand such as Heineken confirms that this is a property continuing on its way up."

Gianluca Di Tondo, Senior Director Global for Heineken, said: “Formula E gives Heineken an excellent opportunity to engage with current and potential millennial and GenZ (above LDA) consumers in key cities around the world. We’ll do this by showing fans unexpected and interesting facets of the sport, activating strongly around a number of select E-Prix in urban settings throughout the season.

"The new partnership complements our association with Formula 1, and other sponsorship platforms such as UEFA Champions League and Rugby World Cup, which have proven highly successful in growing our global footprint as well as drinking occasions in targeted geographies."

Heineken became F1's global beer partner in 2016 and enjoys title sponsorship at a number of grand prix events, but it is understood this new deal with Formula E will have zero bearing on that existing partnership.