Heineken has announced a deal with Formula One Management to become a global partner of F1.

From the Italian Grand Prix in early September, the brand will be the event title partner for three races in the 2017 season and have a significant presence at several more events, while serving as the exclusive global beer partner of F1 as part of the multi-year tie-up

Marketing activity – including an ‘If You Drive, Never Drink’ campaign – is set for TV, digital, live fan experiences and events, PR initiatives, and point-of-sale activations.

“Formula One is bigger than a race. It is a global event,” said Gianluca Di Tondo, senior director global Heineken brand, adding that the motor racing series represented a unique opportunity for the brand to engage with both existing and potential consumers.

“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,” he claimed.