Heineken May Enter Formula One Market
While Budweiser is temporarily changing the name of their beer to ‘Merica, Dutch brewing giant Heineken is setting their sights on the international market by aligning themselves with Formula One racing. Although it has not yet been confirmed, Heineken is set to enter Formula 1 as a major series sponsor in a five-year deal believed to be worth $150 million American dollars.
According to unconfirmed reports, the agreement is said to have been reached directly between Formula One Management and Heineken and is said to include provision for an undisclosed degree of partnership with an F1 team. Several existing teams have already been issued with Requests For Proposals [RFP’s] from Heineken, with the team purportedly making the best pitch to the brewer, receiving Heineken’s money [and likely branding on the car].