W Series Announces Heineken® Global Partnership

Heineken® multi-year W Series partnership to start in Spa

W Series has a new partner for its mission to further the interests and prospects of female racing drivers as Heineken® will support the series on a multi-year basis.

Heineken® has a strong heritage in sport sponsorship so its decision to support W Series in only its second season shows its belief in a new era for motorsport and providing more amazing sporting moments for its fans.

Heineken® will support W Series as its Official Partner with a number of key initiatives to promote the international single-seater motor racing championship for female drivers through digital activations and track-side fan experiences. Fan engagement is one of the keys to the success of any initiative and this partnership will enhance this for the existing and new fans of W Series.

Trackside branding will focus on Heineken® 0.0 alongside an important responsibility message, When You Drive Never Drink.

The partnership comes into force for the second half of the 2021 W Series season which gets underway at the iconic Spa Francorchamps circuit in Belgium this weekend, with the fifth race of the season taking place on Saturday, August 28.

The announcement of the new W Series partnership is showcased in a new film featuring W Series talent Jamie Chadwick and Naomi Schiff, alongside Heineken® ambassadors Thierry Henry and David Coulthard, and footballers Pernille Harder and Melanie Leupolz.

The short film can be viewed in full here

Catherine Bond Muir (Chief Executive Officer, W Series) said:

“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.

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 1 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.”

Julia George, Global Sponsorship Manager for Heineken®, said:

“Our multi-year deal with W Series enables us to create even more world-class experiences to enhance a sport that fans love. We know that fan passion is not determined by gender, but by coming together over the love for the sport. Fans can look forward to world-class sport and engagement opportunities through exciting track-side and digital activations including Star of the Track. For Heineken® it’s a new chapter in our commitment to fans and we are proud to support W Series so early in what we are sure will be a long and rewarding journey ahead.”