For the Formula 1 Heineken Brazilian Grand Prix 2019, we transformed Heineken’s global F1 sponsorship into a locally relevant experience built around Brazil’s unique relationship with motorsport. Rather than limiting the partnership to brand visibility at Interlagos, the strategy connected Formula 1, entertainment, fan experience, and Ayrton Senna’s legacy, creating a broader cultural platform around race week.

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Across the Grand Prix weekend, Heineken created an immersive presence at Interlagos, including a dedicated lounge, racing simulators, slot-car experiences, and an exhibition of Senna memorabilia. The highlight was the historic return of the McLaren MP4/4, the car in which Senna won his first world championship, driven around Interlagos by Bruno Senna—bringing one of Brazilian motorsport’s most iconic stories back to life for fans.

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The sponsorship extended beyond the racetrack through the Heineken F1 Festival – Senna Tribute, a free event that brought Formula 1 into the streets of São Paulo with historic and contemporary F1 cars, Brazilian racing legends, music, esports, and live experiences. Together, these activations helped turn a global sports sponsorship into a 360° brand experience rooted in Brazilian culture, reinforcing Heineken’s role as a brand capable of connecting sport with entertainment, heritage, and unforgettable fan moments.