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W Series toasts Heineken partnership

Multi-year deal to kick in at this weekend's race at Spa-Francorchamps.

26 August 2021 Georgina Yeomans
  • Heineken to receive trackside branding to promote alcohol-free product
  • Beer brand also secures digital activations and trackside fan experiences

Female single-seater championship W Series has announced a new multi-year partnership with Dutch beer brand Heineken.

The agreement secures Heineken brand visibility at races, as well as digital activations and trackside fan experiences.

Heineken’s trackside branding will focus on promoting its alcohol-free product, Heineken 0.0.

The partnership will begin at W Series' upcoming race at Spa-Francorchamps, which takes place on 28th August.

“Heineken is an iconic brand which has long been a supporter of some of the world’s premier sports, so to have them join us as official partner is a fantastic endorsement of W Series in only our second season of racing,” said Catherine Bond Muir, chief executive at W Series.

“This is a partnership that will resonate through our fanbase. As a partner, Heineken have far reaching goals and ambitions which complement W Series perfectly.

“Our second season of on track competition has seen exciting racing and our fanbase continues to grow, especially through virtue of being part of Formula One Grands Prix at iconic venues.

“Heineken is the latest partner to endorse and enhance our mission and we look forward to enjoying Heineken’s support in Spa and beyond.”

W Series' other sponsors are Acronis, Rokit, Puma, Hankook and Ferrari Trento.

Heineken will also recieve trackside branding at W Series races.

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