Formula 1 announces global partnership with Heineken

© Getty Images
0 Comments

Dutch beer company Heineken has become a new global partner of Formula 1 following the announcement of a long-mooted multi-year deal on Thursday in Montreal.

Reports in the weeks leading up to the Canadian Grand Prix weekend suggested that Formula One Management was on the verge of announcing a new ground-breaking sponsorship agreement with Heineken. The details of the deal were made public on Thursday.

As a global partner of F1, Heineken will enjoy title partnership for three races per season from 2017 onwards.

It will also be the title partner for the Italian Grand Prix at Monza this September, which will formally be known as the Formula 1 Gran Premio Heineken D’Italia 2016.

Heineken will also be present at F1 events as the sport’s exclusive global beer partner, but will not be present on any of the cars.

Heineken and Formula One Management will also work closely together on promoting road safety and the informing people of the dangers of drink-driving.

“Heineken will create fully integrated global F1 ‘Open your World’ manifesto and “If You Drive, Never Drink” campaigns,” a statement announcing the deal reads.

“Activations will include F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations. David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.”

“Formula One is bigger than a race. It is a global event. F1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets,” Heineken senior director global Gianluca Di Tondo said.

“F1 delivers in three specific areas; strong commercial opportunities; expansion of our responsible drinking platform in new and innovative ways; and enabling skill transfers between F1 and our employees.

“This partnership complements our existing global platforms, enabling us to reach F1’s huge spectator numbers and 400 million unique television viewers every year.

“The hallmark of our long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise is our passion to excite our consumers. We will be bringing this passion to Formula One.”

F1 CEO Bernie Ecclestone added: “Heineken is a premium international brand with a super reputation for first class marketing. I am very pleased to welcome them to the Formula One family and look forward to the scale and quality of their activation at and away from F1 Events.

“We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship. When I have a beer, I have always been happy with a Heineken.

“Some time ago I started a ‘Think Before You Drive’ campaign at F1 Events. I am pleased that this important initiative now has such strong and committed support from Heineken, through its “If You Drive, Never Drink” campaign.

“We will now evolve and reinforce these messages in a way that reflects the Heineken personality and values.”

Houston Supercross by the numbers: Five riders begin to gap the field

0 Comments

Chase Sexton stumbled in San Diego and Eli Tomac had a hard fall in Anaheim 2, but the Monster Energy Supercross numbers for Houston suggest they will continue to be the ones to beat in Houston. To do so, they will have to turn back challenges from another pair of riders who have swept the top five in the first three rounds and another with a worst finish of sixth.

Houston Supercross numbers
Cooper Webb’s ability to close races makes him a Houston favorite. – Feld Motor Sports

Despite an accident in his heat in San Diego that sent him to the Last Chance Qualifier (LCQ), Sexton recovered to score a top-five that weekend. His podium finish in Anaheim 1 and overall win last week in Anaheim 2 makes him one of the three riders with a perfect top-five record. He is joined by Cooper Webb, who finished second in the first two rounds and fourth last week, and Ken Roczen, whose consistency in the first three races contributed to him grabbing the top spot in this week’s NBC Supercross Power Rankings.

There are reasons to believe Webb and Roczen can keep those streaks alive.

Webb is the only multiple winner at Supercross’ current Houston stadium. His pair of wins came in 2019 and 2021, the same year he won his two 450 championships.

Clinton Fowler points out this week, that Webb has carried that strength into 2023. Webb had a late surge in Anaheim 1, advancing from fifth to second in the final six laps. In San Diego, he set his ninth fastest lap with two to go and his eighth fastest on the final lap. He posted his fastest lap of Anaheim 2 on Lap 12 while the rest of the field did so on Lap 6 on average.

By comparison, Tomac set his 14th fastest lap on the final circuit in route to winning the Main at San Diego while he was trying to keep Webb at bay.

With a sixth at San Diego, Dylan Ferrandis barely missed sweeping the top five in his first three races as did Tomac with a sixth last week at Anaheim 2.

This will be the 46th year Supercross has visited Houston and with 55 races the city is tied for the second-most with Detroit.

Jim Pomeroy won the first race in the Astrodome during the inaugural season of 1974 on a 250, which was the premiere class at the time. Houston was one of three races held that year along with events at Daytona International Speedway and the Los Angeles Coliseum. All three venues return in 2023 with the first SuperMotocross championship finale returning to the famed LA Coliseum in September.

Webb won most recently in 2021 in the final race of three held there that year as the series executed a strategy of racing in residencies to limit travel during height of the COVID-19 pandemic. Tomac and Justin Barcia also won in Houston in 2021.

Two privateers have started the season on a high note.

Joshua Cartwright and Joshua Varize have each made the last two Mains. Cartwright finished 18th in San Diego and 21st last week in Anaheim 2 – all while working fulltime as a Business Intelligence Analyst at the University of Texas, Dallas. Varize earned a top-15 (12th) in San Diego and was 21st in Anaheim 2 in his third season on a 450.

Michael Mosiman scored his first 250 win last year in San Diego. – Feld Motor Sports

The numbers show none of the active 250 Supercross East riders have won in Houston, so no matter who steps on top of the box, there is going to be a fresh face. That is not surprising since most of the top competitors have not raced at this venue yet.

Michael Mosiman has a pair of top-fives there, however. His best finish was a second in the second 2021 race. Garrett Marchbanks scored a top-10 in his rookie season of 2019 in Houston.

In the 250 East division, Hunter Lawrence is one of the favorites to win the title now that Christian Craig has moved to 450s. Last year he had four wins and nine podiums, but failed to set a fast lap in a race.

The other 250 riders with 2022 wins this week are Mosiman, who earned his first Supercross win last year in San Diego, and Nate Thrasher, who became the fifth new class winner at Daytona.

Jeremy Martin will attempt to extend a record this week in Houston. His division leading SuperMotocross podiums number 65. He has 26 wins in the combined sessions, which ranks fourth all time.

Last Five Houston Winners

450s
2022, no race
2021, Race 3: Cooper Webb
2021, Race 2: Eli Tomac
2021, Race 1: Justin Barcia
2020, no race
2019, Cooper Webb
2018, Jason Anderson

250s
2022, no race
2021, Race 3: Colt Nichols
2021, Race 2: Jett Lawrence
2021, Race 1: Christian Craig
2020, no race
2019, Dylan Ferrandis
2018, Aaron Plessinger

By the Numbers

Anaheim 2
San Diego

More SuperMotocross coverage

Supercross unveils 16th edition of a Ricky Carmichael designed Daytona track
Power Rankings after week 3
Malcom Stewart out for “extended duration” after knee surgery
Haiden Deegan makes Supercross debut in Houston, Justin Cooper to 450s
Talon Hawkins set to relieve injured Jalek Swoll in Houston
Jalek Swoll out for an indefinite period with broken arm
Ken Roczen urgently needed a change
Chris Blose joins Pro Circuit Kawasaki in 250 East opener
Seth Hammaker to miss Houston with wrist injury
Jo Shimoda joins Seth Hammaker, Austin Forkner on injured list
Injury sidelines Austin Forkner for remainder of 2023 SX
Chase Sexton wins Anaheim 2 in 450s; Levi Kitchen takes 250s
Results and points from Anaheim 2