Formula 1 sponsor Heineken has entered into a five-year partnership with Formula E. As the electric championship’s official beer and cider partner Heineken “will take both Formula”.

The deal will commence in Formula E’s upcoming 2018/19 championship.

Heineken’s Formula E presence will first be seen at the fifth season’s third round in Santiago.

Heineken’s FE sponsorship will be visible at the remaining Formula E races. Ofcourse “in the way it will be legally possible to do so,” according to the company.

Formula E CEO thinks that the deal is “fantastic for Formula E”.

“The main thing that was attracting us to [FE] – the first thing is Formula E is in cities and Heineken is a city-brand around the world,” he told Motorsport.com.

“That’s a fantastic way for us to reach out to new consumers and to activate the platform where we lead every day as a brand – so the big cities.

When it comes to question; “what about F1, does it harm in some way?” The answer was clear.

“Formula 1 is not looking at Formula E as a competitor”.