KINGSTON, Jamaica – Heineken International, parent company of Desnoes and Geddes Limited, and Formula One Management (FOM) have agreed on a global partnership to make Heineken the exclusive beer partner for Formula One racing.

A release issued to the global media, including in Jamaica, at 1:00 pm today, by Heneiken, brewers of Jamaica’s Red Stripe beer, confirmed that: “Heineken and Formula One Management have reached an agreement for Heineken to become a global partner of Formula 1. This significant partnership will start this year at the newly renamed Formula 1 Gran Premio Heineken D’Italia 2016, in Monza and run for a multi-year term.”

The release said that, from the 2017 F1 (Formula One) season onwards, Heineken will be the F1 Event Title Partner of three Formula 1 Grand Prix.

“It will also have a significant presence at several additional F1 events, chosen by Heineken and Formula One Management. Heineken will be the exclusive global beer partner of Formula 1, and will also have substantial pouring, activation and access rights across the majority of F1 Events in the FIA Formula One World Championship,” the release noted.

Central to the partnership will be a clearly articulated and compelling “responsibility message”. The Formula 1 global platform will provide Heineken with even greater opportunities, globally and locally, to drive positive change. Consumers will be left in no doubt that Heineken® and Formula 1® are both clear; “If You Drive, Never Drink”, the local division said in the local version of the release.

Activations will include F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations.

 British racing drivers, David Coulthard, as well as Sir Jackie Stewart who shares the most British Formula One wins (three) with Lewis Hamilton, will be ambassadors for Heineken’s fully integrated global F1 “Open your World” manifesto and “If You Drive, Never Drink” campaigns.