A1GP signs hospitality sponsor

[Editor's Note: After Dutch brewery Bavaria's involvement in the Assen Champ Car race as its title sponsor, another Dutch brewery Heineken gets involved with A1GP as partner of the A1GP Zandvoort event! Is this the second step of a much larger future involvement in international motor racing from Dutch breweries? At least very interesting ….]

Heineken Netherlands has agreed a deal with A1 Team Netherlands to become the official hospitality partner of A1GP Zandvoort next weekend.

During the A1GP World Cup of Motorsport season opener on 28-30 September 2007 at Zandvoort, Heineken Netherlands will be part of the hospitality at the event and will be seen on signage around the track throughout the event.

‘With Heineken being such an iconic brand and with such strong sporting connections, we are confident this marks the beginning of a long and successful partnership,’ said Pete da Silva, CEO of A1GP. ‘This new partnership will enhance the experience of all our guests.’

Heineken will also use this A1GP partnership to communicate the Enjoy Heineken Responsibly campaign, its international platform which encourages alcohol users to consume beer in a safe and reasonable manner.

‘The A1GP event in our country is a perfect fit with our brand and strategy’, said Herwin van den Berg, Marketing Director of Heineken Netherlands. ‘Dutch people are renowned the world over for the enthusiasm with which they embrace their national team – in all sports. This sense of passion and pride in the ‘orange’ feeling is something that we at Heineken strongly share.’

A1 Team Netherlands general manager Robert Hoevers believes the agreement brings A1GP to an even greater level of international prominence.

‘Working together with the renowned, worldwide premium brand Heineken is a confirmation of the success of the series in its short existence,’ said Hoevers.

‘To continually improve and strengthen the total A1GP experience, we strive to attract major international brands. It’s fair to say that with Heineken, we bring A1GP to a higher level.

‘We know this confirmation from the multinational corporate side is what many people have been waiting for and we are delighted and proud that it is Heineken indeed who shows their appreciation of the series at this moment before the start of our third season. The new partnership is also ideal to spoil our special guests, friends and corporate relations’.