Formula 1 has been going through something of a transition over the last few years. In many ways, that has always been the case, but an ownership change and the departure of Bernie Ecclestone have made the past 18 months feel like a new beginning.So far, there has been plenty...

I remember walking out of the press conference room at last year’s Abu Dhabi Grand Prix after the new Formula 1 logo was unveiled, and hearing growing murmurs of dissent.Wary of change, numerous experienced members of the media were critical of the attempts to explain why the logo had been...

Formula 1's new multi-million pound sponsor Heineken is to extend its reach by becoming involved with two teams, one of which is almost certain to be Red Bull.The brewing giant last week became F1's global beer partner, spending $150 million for the privilege over the next four and a half...

FIA president Jean Todt has again come under fire from Europe's leading anti-alcohol lobby group in the wake of Formula 1's high-profile deal with brewing giant Heineken.The European Alcohol Policy Alliance (Eurocare) is a coalition of non-governmental and public health organizations across 25 European countries advocating prevention and reduction of...

If you are expecting Heineken's involvement in Formula 1 to simply be setting up a beer tent at each grand prix, think again.The brewing giant has not spent the last two and a half years "flirting with Formula 1," as its marketing guru Gianluca di Tondo described it, before signing...

Bernie Ecclestone feels Heineken's involvement in Formula 1 will open his eyes to what is possible in the world of social media.The brewing giant has signed a four-and-a-half-season agreement with Formula One Management, becoming a global partner, with the relationship to commence with Heineken's sponsorship of F1's Italian Grand Prix...

Formula One Management has entered into a multi-year agreement with Heineken that will commence with its title sponsorship of this year's Italian Grand Prix. The initial deal will run through to 2020 and will involve Heineken becoming a title partner of three grands prix per season, as well as being...

Heineken is set to enter Formula 1 as a major series sponsor in a five-year deal believed to be worth $150m. The brewery giant will have a significant trackside presence from this year's Canadian Grand Prix and will not be replacing any existing trackside sponsors such as Rolex or Pirelli....