Heineken, the new Formula 1 exclusive global beer partner, begins its new sponsorship at the recently renamed Formula 1 Gran Premio Heineken D’Italia 2016 with an ‘F1 All Stars v Football Legends’ charity five-a-side match in the Monza pit straight in an Italian earthquake CSR activation.
While the core global programme within the beer brand’s new F1 multi-year deal actually runs from the 2017 season onwards, this year’s Italian GP (held from 1 to 4 September) saw F1’s latest big brand partner transform the track into a pitch to raise funds for the Italian Earthquake Relief Fund.
The initiative blended the brands two biggest global sports partnerships – UEFA Champions League and F1 – as a team of leading F1 drivers took on a side of Champions League legends ahead of the Italian GP.
The 30-minute match produced 32 goals and for every goal scored Heineken donated €1,000 to the Italian earthquake disaster fund.
As well as the at-track audience, the initiative was promoted digitally and socially both through property related media – such as on F1 media outfits’ YouTube channels –
and on Heineken’;s own social platforms like Twitter:
F1 Drivers vs Heineken's Football Legends, live, at Formula 1 Gran Premio Heineken D'Italia 2016! #MoreThanARace pic.twitter.com/fJcLOlDTv5
— Heineken (@Heineken) September 1, 2016
1 track with more than 1 goal – an F1 track transformed into a 5-a-side pitch! #MoreThanARace pic.twitter.com/IltBSBaY16
— Heineken (@Heineken) September 1, 2016
F1 was represented by Fernando Alonso, Max Verstappen, Daniel Ricciardo, Sergio Perez and Jolyon Palmer, while the players on the football legends team were largely drawn from the beer brand’s Champions League athlete ambassador group who have appeared in various assets and executions within Heineken’s UEFA CL ‘Champion The Match’ campaign (see case study).
These included David Trezeguet (who’s Champion The Match’ work includes),
plus Robert Pires, Michel Salgado, , Christian Karembeau with Dida in goal.
Heineken is also running umbrella Monza GP activation with assets carrying the #MoreThanARace hashtag.
La F1 è più di una gara!Iniziamo il w/e di Monza con un brindisi e…che vinca il migliore! #ItalianGP #MoreThanARace pic.twitter.com/Aznm9A4jrJ
— monicaesse (@monicaesse70) September 1, 2016
Comment
An admirable cause activation and an admirably quick response to a real-world event – after all, the earthquake disaster occurred on 24 August.
A positive, refreshing way to begin a multi-year global partnership – especially in a property with something of a reputation for elitism and exclusivity.
While Heineken’s parent company has sponsored the Champions League since 1994, it’s F1 sponsorship was only unveiled in mid 2016.
Heineken and Formula One Management (FOM) reached an agreement for the beer brand to become a Global Partner of Formula 1 (F1) in June.
Other than the 2016 Italian GP, Heineken’s sponsorship starts globally in the 2017 season when it will be the F1 event title partner of three Formula 1 Grands Prix (GP) and will also have a significant presence at several additional F1 events chosen by Heineken and Formula One Management.
Heineken will also have substantial pouring, activation and access rights across the majority of F1 events in the FIA Formula One World Championship – but it will not be visible on any F1 cars.
The F1 association is part of Heineken’s revised sponsorship strategy and sees the beer giant bid to reach 250 million consumers and grow its global market share with property relevant campaigns that will largely be built around its global ‘Open your World’ and ‘If You Drive, Never Drink’ initiatives.
Heineken has declared that its future F1 activations will span circuit branding, TV ads, digital and social work, live fan experiences and events, and point-of-sale initiatives.
While former drivers David Coulthard and Sir Jackie Stewart will be amoung its ambassadors
Links
Heineken F1 Deal Web:
https://www.heineken.co.uk/article.php?article=83001465815525
Heineken YouTube:
https://www.youtube.com/user/heineken
Heineken Twitter:
Heineken Instagram:
https://www.instagram.com/Heineken/
Heineken Tumblr:
http://heineken-agegate.tumblr.com/#heineken/
Heineken Facebook:
https://www.facebook.com/heineken/
F1 Web:
UEFA Champions League:
