Spyker F1 have partnered with Heineken to launch a new concept – the first ever Formula 1 sports bar, located in the Netherlands. Heineken have also become the official beer supplier of trackside events organised by the Spyker F1 team during the championship.
On July 1st, further details of this new venture will be announced, including the bar’s exact location and grand opening date.
Marketing Director of Heineken in the Netherlands, Herwin van den Berg, said, “Developing and realising innovative bar concepts is a main priority for our company and this Formula 1 sports bar fits with our ambitions of being the most innovative brewer. Furthermore, the co-operation with Spyker gives us access to the Formula 1 experience with millions of international fans.”
Michel Mol, Director of Spyker, said, “Having Heineken, one of the most international breweries of the world, as a partner for this concept and as a hospitality instrument proves that the marketing strategy of the Spyker team is working as planned. I’m very proud to join forces with such a well known brand; a brand that, as with our team, has its roots in the Netherlands.”
