The Heineken – Formula 1 deal will offer the beer company two official titles – Event Title Partner and Global Beer Partner. But the way this partnership has been positioned, it would be right to assume that Heineken is Formula 1’s newly appointed social media agency.
Bernie Ecclestone should introduce vodka shots on the podium in 2016. After all, Lewis Hamilton (and Niki Lauda) loves his vodka. And this might be the only way to motivate Kimi Raikkonen to race to the podium.