Heineken named title sponsor of Australian F1 Grand Prix, replacing Rolex

Dutch brewery Heineken is the title sponsor of Formula 1’s Australian Grand Prix, which will take place at the Albert Park Grand Prix circuit from April 7-10, 2022.

The official title of the event will be the 2022 Heineken Formula 1 Australian Grand Prix and will be in addition to Heineken’s existing title sponsorships for races in the Netherlands, Mexico and Brazil.

Heineken, Global Partner of Formula 1 since 2016, is the exclusive beer partner for the entire racing calendar and reinforces Heineken’s commitment to responsible alcohol consumption.

In addition to fan activations, Heineken will use the race to promote its “When You Drive, Never Drink” campaign, with the Heineken 0.0 brand visible at the racetrack.


Heineken replaces Rolex, which had been the event’s title partner since 2013.

Australian Grand Prix Corporation CEO Andrew Westacott said: “We are delighted to have Heineken as the Title Partner of Formula 1 Heineken’s Australian Grand Prix in 2022. Heineken is synonymous with F1, and this collaboration will create opportunities exciting at this year’s event. – fans are in for a treat.

“The Formula 1 Heineken Australian Grand Prix is ​​a unique opportunity for those who want to experience the excitement of international sport. It’s your chance to get up close and personal with the world’s best drivers, celebrities and big brands – as the world’s most premium beer brand, Heineken is the perfect fit.

Heineken Country Manager – Australia Willemijn Sneep said: “After a challenging few years for our industry in Australia, Heineken is very pleased to welcome F1 back to Melbourne for what promises to be an exceptional weekend. of races and events.”

“The Heineken experience will be bigger and better than ever, and we look forward to creating many memorable moments and high activations for visitors across Australia and the world, on and off the track.”

Comments are closed.