Beer sponsor aims to ‘excite’ F1 and accelerate sport into the virtual age

• Heineken pays reported £100m for five-year F1 deal
• F1’s social and digital media presence to be enhanced

The global commercial partnership between Formula One and the drinks company Heineken, revealed exclusively by the Guardian last month, has been confirmed at the Canadian Grand Prix.

The deal is for five years and is set to conclude at the end of the 2020 season. The company declined to discuss how much it had paid although £100m has been reported. Heineken has made a point of stressing it will be bringing innovation to promote the sport, specifically in social media and expect the relationship to further increase the visibility and popularity of F1 in new markets round the world.

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