In a landmark deal, Heineken has reached an agreement to partner with Formula One Management, becoming the exclusive Global Beer Partner of Formula 1.

This significant multi-year partnership will start at the newly renamed Formula 1 Gran Premio Heineken D’Italia 2016, in Monza.

“Formula One is bigger than a race. It is a global event. F1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets,” said Gianluca Di Tondo, Senior Director, Global Heineken Brand.

From the 2017 F1 season onwards, Heineken will be the F1 Event Title Partner of three Formula 1 Grand Prix. It will also have a significant presence at several additional F1 Events chosen by Heineken and Formula One Management.

“Heineken is a premium international brand with a super reputation for first class marketing. I am very pleased to welcome them to the Formula One family and look forward to the scale and quality of their activation at and away from F1 Events,” said Bernie Ecclestone, CEO of the Formula One Group.

Central to the partnership will be a clearly articulated and compelling responsibility message. Heineken will create fully integrated global F1 ‘Open your World’ manifesto and “If You Drive, Never Drink” campaigns. Activations will include F1 circuit branding, TV commercials, digital activations, live fan experiences and events.

David Coulthard and Sir Jackie Stewart will be the ambassadors for the respective campaigns.

Formula 1, which began in 1950, is the world’s most prestigious motor racing competition. In 2015, Formula 1 was watched by 400 million unique television viewers from over 200 territories.

“We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship,” said Ecclestone.