Fans walk through the Heineken-branded Formula 1 fan zone entrance

Heineken & Formula 1

Working as an extension of Heineken’s global sponsorship team across its Formula 1, Oracle Red Bull Racing and Max Verstappen partnerships.

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Client: Heineken Global Sponsorship team
Partnerships: Formula 1, Oracle Red Bull Racing and Max Verstappen
Since: 2025

Case study · Partnership management

Overview

Heineken’s Formula 1 presence spans the championship, Oracle Red Bull Racing and Max Verstappen, bringing together a broad portfolio of rights, relationships and activation opportunities.

In late 2025, Heineken appointed Sebadore to bring specialist Formula 1 expertise and additional capacity to its global sponsorship team.

We work alongside Heineken’s internal teams and global agency network, coordinating rights holder relationships, supporting local markets and delivering activity on the ground. Our role also covers content production and asset tracking, helping turn partnership rights into coordinated activation.

Beyond Formula 1, we advise on Heineken’s wider global sponsorship portfolio, including potential new partnerships across sport.

Heineken 0.0 branding along the start-finish straight at the Shanghai International Circuit — Heineken branding at the Chinese Grand Prix.

Across the sport

Three partnerships, one joined-up approach

Heineken’s partnerships span the championship, the team and the driver. We connect activity across all three, keeping plans, people and assets aligned.

Formula 1

Coordinating championship-level rights, approvals and race weekend activity with Formula 1.

Oracle Red Bull Racing

Working with the team to turn sponsorship assets into activation opportunities for Heineken’s markets and audiences.

Max Verstappen

Planning ambassador appearances and content with Max Verstappen’s team, aligned with Heineken’s campaigns.

What we deliver

Partnership strategy
We guide the ongoing development of Heineken’s Formula 1 programme, keeping activity aligned with its brand and business objectives.
Activation planning
We build season-long plans that connect partnership rights and assets to campaigns, markets and key moments.
Rights holder management
We lead day-to-day partner communication, coordinating requests, approvals and delivery across the three relationships.
Ambassador appearances
We coordinate briefings, schedules and internal teams to deliver ambassador appearances for Heineken.
Content creation
We work with Heineken’s teams and production partners to develop and deliver branded content.
Agency collaboration
We coordinate specialist agencies across Heineken’s network, aligning responsibilities, timelines and delivery.