Bernie Ecclestone insists that the controversial Heineken F1 deal was not about money.

The deal, estimated to be worth around £173m and which runs for seven years - with a break clause after 2020 - comes at a time the European Alcohol Policy Alliance (Eurocare) is already seeking to have alcohol sponsorship in F1 banned, much like happened with tobacco.

Whilst FIA president Jean Todt has refuted Eurocare's claims and says he has no plans to take action, one would think that linking alcohol and F1 goes somewhat against his strident campaign for road safety.

Meanwhile, speaking in the wake of the new deal, Ecclestone insists that the move wasn't about money.

"It is nothing to do with money," he told reporters in Montreal. "It is not the point. We would be happy to have them on board if they didn't pay us!"

"It is nice they are happy to be with us," he added, as he unconvincingly held a bottle of beer from which a sip or two had been taken. "We've had a few of these types of companies, breweries, wanting to come on board with us and have said no.

"They are responsible people," he added, referring to F1's new partner.

"It's good," he smiled. "We like to attract big brands and this is as big a brand as there is. And I am very, very happy obviously. They are good for all our other brands, they will all help each other."

Ignoring how the deal might be welcomed in Abu Dhabi or Bahrain, it is claimed that much like other sports Heineken has got involved in, engagement with customers (fans) will be crucial, after all, Heineken isn't in F1 for altruistic reasons it wants to sell more of its beer.

Such engagement with fans means social media and all that it involves, and Ecclestone readily admits to being a dinosaur in such matters.

"I've started to get a bit more interested anyway generally, before Heineken," He insisted, "but they are going to wake me up a bit.

"I've never taken a lot of notice and never believed it is going to do the things that people say it is going to do. So we wait and see, but I am happy to be working with them."

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READERS COMMENTS

1. Posted by Paul C, 17/06/2016 19:05

"Money doesn't matter with Heineken & F1? Right. Bernie should play the Monty Python Money song at every race."

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2. Posted by F One, 11/06/2016 12:13

"Motorsport being sponsored by alcohol? Mixed message much?"

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3. Posted by phantom, 11/06/2016 0:32

"- [Heineken} engagement with customers (fans) will be crucial -

Gee! Why doesn't F1 do that?"

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4. Posted by Yeyox02, 10/06/2016 21:45

""Bernie Ecclestone insists that the controversial Heineken F1 deal was not about money". WAS NOT ABOUT MONEY??? HA,HA,HA,HA LOL. Yes Ecclestone and now Formula 1 is a charity? LOL."

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5. Posted by Ro, 10/06/2016 19:27

"Bernie going into business for no money....right, I'll grow a third nipple first..."

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6. Posted by White Lightning, 10/06/2016 16:15

"But...it's a sponsorship deal. We're not bothered about F1 doing sponsorship deals for money.

What we are bothered about is F1 giving legitimacy to abhorrent Middle Eastern regimes for money."

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7. Posted by TheHillsHaveEyes, 10/06/2016 15:45

"Heineken
Refreshes the parts other beers can not reach, or is it the large protruding body part that Bernie sticks about!! "

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8. Posted by Darvi, 10/06/2016 14:54

"I expect he'll donate the proceeds to charity just to prove all us cynics wrong......"

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9. Posted by Jonno, 10/06/2016 13:46

"When Bernie came out with that crap, he hopping on one leg and had his fingers crossed behind his back, just like my daughter did when she told porkies.
"

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10. Posted by mickl, 10/06/2016 13:16

"I'm sure he said to Heineken that he would have happily had them on board if F1 wasn't paid when he put the contract to sign in front of them."

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Ecclestone: Heineken deal wasn't about money

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