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Jackie Stewart Tells B/R How He Brought Formula 1 and Heineken Together
Published: June 9, 2016
While the deal is good news for the sport as a whole, it could further exacerbate the preexisting financial inequality between the individual teams. Also, when companies like Heineken opt to sponsor the series as a whole, rather than a specific team, the sport's commercial rights holder takes approximately 35 percent of the cash before it filters back to the teams.
As part of the arrangement, the Dutch beer company will be the title sponsor for three F1 races each year, starting with the Italian Grand Prix this season. Heineken also introduced a new "If you drive, never drink" campaign, with three-time world champion Jackie Stewart as its spokesman.
Stewart, who turns 77 on June 11, was instrumental in putting the deal together, as he explained to me and another reporter after the press conference.
"It's very satisfying. It's like winning a race—or a world championship, actually—when you think of bringing Heineken or Rolex into Formula One. I've always been interested in the sponsorship," said Stewart, who was one of the pioneers of personal sponsorship in the sport and has since helped bring several global companies aboard as advertisers.
"I loved it when I was racing," he said about the business side of F1, "but nowadays I get as much satisfaction from helping to put something like this together as I had from winning a grand prix or a world championship. I've probably brought more money into motorsport than any driver, ever, because I brought HSBC in, I brought RBS in, I brought a whole lot of major sponsors, major multinational corporations—and that, I enjoy doing."
There may not be an official table for that statistic, but Stew...
Article Source: Bleacher Report - Formula 1
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