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How Heineken Partnership with Formula 1 Unleashes Fresh Consumer Experiences at the Monaco Grand Prix

Heineken, the world’s premium lager beer brand, continues its steadfast partnership with Formula 1 as the highly anticipated Monaco Grand Prix takes place on Sunday, May 28, from 2:00 pm to 4:00 pm. The iconic race course will come alive with a heart-pounding action of the Monaco GP with a watch party in Lagos hosted by Heineken for F1 fans.

Since Heineken and F1 sealed their groundbreaking $337 million multi-year sponsorship deal in 2016, the Dutch beer giant has been at the forefront of enhancing the F1 experience for fans worldwide. Through innovative initiatives such as race track advertising and title sponsorships of various F1 races, Heineken has successfully introduced millions of consumers to the electrifying world of Formula 1, all while championing its “If You Drink, Never Drive” campaign to promote responsible consumption.

 “We are committed to fully integrating our consumers into the F1 world, hence, our creation of the Monaco GP Watch Party, where our fans in the city get to experience the thrill of the race,” says Azuka Ijenebe, Brand Manager, Heineken. “Our drive to constantly engage our consumers in exciting and memorable experiences birthed this idea and we are excited to have them all.”

As Heineken gears up to sponsor another historic Monaco Grand Prix, the tension is high to see who will be this year’s champion. The race is set to take place over 78 laps of the famous 3.337-kilometre Circuit de Monaco in Monte Carlo, which is popular for its tight corners and near-impossible overtaking possibilities.

 The day will kick off with exciting feature races, press conferences, parades and track tours, all paving the way for the GRAND PRIX.

 It promises to be a breathtaking display of skill, strategy, and sheer determination as the world’s finest drivers go head-to-head in pursuit of glory at the Monaco Grand Prix, supported by the unwavering partnership of Heineken. The race course is set, so expect the Heineken-inspired burnouts, wild revs, and destabilizing Nerfs F1 Formula Drivers pull – Monaco Grand Prix 2023 is bound to be hot.


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