Dutch beer giant is off to the races

Heineken launches major campaigns around F1 and football

Heineken is flexing its sporting muscles this month with new advertising activity around Formula 1 and the UEFA Champions League.

• Jackie Stewart features in the Heineken campaign tackling drink driving.

The brewer’s global sponsorship of F1 has launched with two campaigns: When You Drive, Never Drink, and More Than A Race.
The first stars Scottish F1 legend Jackie Stewart and features archive footage of the three-time world champion which has been altered to show him refusing bottles of Heineken during race weekends.
In the final scene, present-day Stewart continues to refuse offers of the beer as he is “still driving”.
The second campaign stars former F1 driver and current TV commentator and pundit David Coulthard, and revolves around the concept that a Formula 1 race weekend is about much more than just the race itself.
Heineken senior director Gianluca Di Tondo said the company has “partnered with the ideal ambassadors for each campaign”.
From next year, Heineken will be the ‘event title partner’ at three F1 Grands Prix, as well as having a ‘significant presence’ at six more events throughout the season.

We partnered with the ideal ambassadors for each campaign.

Meanwhile, the newest advert in Heineken’s Champion The Match campaign sees José Mourinho deliver a motivational address to fans around the world.
The ad, titled Prep Talk, was shot by film director Guy Ritchie.
“Preparing for UEFA Champions League match night makes the experience even better,” said Di Tondo.
“With a little bit of thought and effort, fans and their friends will have a greater experience.
“But sometimes a little inspiration is needed, and who better to motivate them to ‘champion the match’ than José Mourinho.”