Heineken has become a Global Partner of Formula 1 (F1). The partnership starts at the newly renamed Formula 1 Gran Premio Heineken D’Italia 2016 and, from the 2017 season onwards, Heineken will be the F1 event title partner for three Grands Prix. It will be the exclusive Global Beer Partner of Formula 1 but the Heineken name will not appear on any cars. At the same time, Heineken will run a "If You Drive, Never Drink" campaign. This message will appear on F1 circuit branding, TV commercials, digital activations, PR initiatives, and packaging/pos activations.
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