Heineken and Formula One: Interview with Hans Erik Tuijt, director global sponsorships at Heineken International

Hans Erik Tuijt, global manager, Heineken Activation, has told Sports Sponsorship Insider of his hope that European clubs and rugby unions will come to a consensus on the future of the Heineken Cup that will prevent an Anglo-French breakaway competition.

Heineken has invested significantly in a five-year Official Partner deal with Formula E, targeting the sport's growing fan base among millennial and Gen-Z consumers