Heineken joins Formula E as official partner

The ABB FIA Formula E Championship and Heineken have revealed a new and exciting multi-year agreement, which will see Heineken join the electric street racing series as official beer and cider partner. Commencing this coming season, the five-year partnership was announced at a special event in Amsterdam together with Founder and CEO of Formula E Alejandro Agag and Gianluca Di Tondo, Senior Director Global Heineken brand at Heineken.

Alongside the exclusive designation as official beer and cider partner, Heineken will have substantial pouring, activation and access rights across events and key race locations - including Santiago, Mexico City, Rome and New York City.

In addition to trackside branding, digital initiatives and live fan experiences - the partnership will further embed Heineken's enjoy responsibly messaging, which is a key part of the company's 'Brewing a Better World' sustainability strategy. The award-winning campaign, 'When You Drive, Never Drink', communicates a powerful anti-drink driving message where consumers are left in no doubt - when you drink, you never drive.