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Heineken plugs into Formula E with five-year partnership deal

Dutch brewing giant Heineken has entered into a five year deal with the FIA Formula E Championship, with the company becoming the series official beer and cider partner.

Heineken's first presence at a Formula E event will be seen at the all-electric series' third round in Santiago, where the company will enjoy "substantial pouring, activation and access rights", as well as in Mexico City, Rome and New York.

Heineken's branding will be visible at any remaining races where "it will be legally possible to do so", said the company's senior global director Gianluca Di Tondo.

"Formula E gives Heineken an excellent opportunity to engage with current and potential millennial and GenZ consumers in key cities around the world," said Di Tondo.

"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."

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A delighted Alejandro Agag, Formula E's CEO, said the new "fantastic" partnership with Heineken reflected the series' global growth trend.

"Because to have a brand like Heineken with the heritage it has, the tradition in sport and being a big consumer brand, we think Heineken can be a fantastic ally and partner in our growth strategy," he told Motorsport.com.

"Now we are growing the brand, we are in phase two of the evolution of the life of Formula E – we're in the phase where we want to reach out to a bigger number of fans all over the world and a brand like Heineken can be a great partner for that mission.

"Today is a milestone day for Formula E."

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Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.