Dutch-owned brewing company Heineken has announced a new partnership with the FIA Formula E Championship from Season 5 onward.

The brewing company is already a partner of the FIA Formula 1 Championship and it now becomes the ‘official beer and cider’ partner of the all-electric series in a new five-year deal starting from the 2018/19 season.

Formula E’s CEO & Founder, Alejandro Agag, said: “Heineken has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world.

“We’re very much looking forward to bringing their experience to the ABB FIA Formula E Championship. It’s an exciting time for the series and the involvement of a global premium brand such as Heineken confirms that this is a property continuing on its way up.”

Heineken’s Senior Director Global, Gianluca Di Tondo, added: “Formula E gives Heineken an excellent opportunity to engage with current and potential millennial and GenZ (above LDA) consumers in key cities around the world.

“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.”

The partnership will not only consist of ‘trackside branding, digital initiatives and live fan experiences’ but it will also impart a responsible message from its ‘Brewing a Better World sustainability strategy and the ‘When You Drive, Never Drink’ campaign.