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Heineken looks to millennials and Gen-Zs in new Formula E deal

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

NEW YORK, NY - JULY 14: In this handout provided by FIA Formula E, Andre Lotterer (BEL), TECHEETAH, Renault Z.E. 17 during the New York City ePrix, Round 11 of the 2017/18 FIA Formula E Series on July 14, 2018 in New York, United States. (Photo by Sam Bloxham/FIA Formula E via Getty Images)

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