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Heineken and Bosch announce partnerships with Formula E

Formula E has announced a pair of new partnerships in as many days in the form of both Heineken and Bosch.

This sees Heineken become the official beer and cider partner of the series and Bosch becoming the official auto parts, white goods and power tools partner.

The move will also see Heineken have activation, pouring and access rights at the circuits.

The Dutch brewery is also the official beer partner of Formula 1 and has won awards for their “When you drink, never drive” campaign.

Formula E CEO Alejandro Agag was at the launch in Amsterdam and said: “Heineken® has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world.

“We’re very much looking forward to bringing their experience to the ABB FIA Formula E Championship.

“It’s an exciting time for the series and the involvement of a global premium brand such as Heineken® confirms that this is a property continuing on its way up.”

The global senior director at Heineken, Gianluca Di Tondo added: “Formula E gives Heineken® an excellent opportunity to engage with current and potential millennial and GenZ consumers in key cities around the world.

“We’ll do this by showing fans unexpected and interesting facets of the sport, activating strongly around a number of select E-Prix in urban settings throughout the season.

“The new partnership complements our association with Formula One™, and other sponsorship platforms such as UEFA Champions League and Rugby World Cup, which have proven highly successful in growing our global footprint as well as drinking occasions in targeted geographies.”

Bosch meanwhile have a long history in multiple areas including motorsport and e-mobility as well.

The motorsport side of the company specializes in software and hardware, notably in the form of ABS.

They have also branched out into electric go-kart powertrains in the last couple of years.

Dr Markus Heyn from Bosch’s board of management said: “Bosch is the go-to partner for electric driving, a position that is now also reflected in our status as an official Formula E partner.”

Alejandro Agag, the Formula E CEO said: “It’s with great pleasure that we welcome Bosch to the ABB FIA Formula E Championship as an official partner.

“Bosch is one of the leading automotive suppliers and a renowned and respected name – and the move into the ABB FIA Formula E Championship is definitely a big step.

“I couldn’t think of a more natural tie-up – with Bosch’s long-standing tradition of competing in motorsport and expertise in electrification, automation and connectivity.

“In my mind, these pillars are key to the future of urban mobility and together with our complete roster of partners we can collectively help to speed up the switch to electric.”

Photo courtesy FIA Formula E Facebook

Rob Lomas

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