10/06/2016
NEWS STORY
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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