Crikey! In terms of bringing some excitement and prestige back to modern Formula 1, Heineken’s ‘groundbreaking’ announcement fell flatter than a witch’s proverbial, did it not? Aston Martin and Alfa Romeo’s involvement was non-existent and James Bond never showed up.
Instead, the waiting world was promised that Heineken will deliver ‘innovative content’ to online consumers – which is what anyone who delivers online advertising promises. The S&G would love to see someone offering ‘derivative content’ because, as a policy, that would be truly groundbreaking.
Heineken has pledged to create promotional pushes in cities in the weeks before races (as several of the races already do), shop floor campaigns in bars, cafes and supermarkets around the world (as several sponsors already do), worldwide ticket promotions and competitions (as many sponsors already do), and social media campaigns to engage the ‘millennials’ of the online generation (as all sponsors attempt to do).
So what’s the point? Heineken is already positioned as the aspirational brand of choice among lager drinkers: the BMW of beers. What it wants to do is reinforce this image among the markets of Asia and the Middle East by using Formula 1’s ubiquity in these ’emerging markets’.
As a serious bonus from the Heineken deal, however, it appears to have played a key role in ensuring that Monza remains on the Grand Prix racing calendar. By ‘key role’ we do of course mean ‘bank roll’. No wonder Bernie looked so chirpy as he clutched his bottle of lager in Montreal.
What this means is that Formula 1 may yet retain the one venue that has not been completely neutered by the passage of time.
Despite the silly run-off on the Parabolica, Monza remains a truly, regally, magnificently scary anachronism among the modern Grand Prix venues. Yes, it has chicanes but the difference between the guys who are vying for a seat among the legends of the sport and the guys who are paying for a seat anywhere from the third row of the grid backwards can never be more pronounced than it is beneath the trees of the Villa Reale.
And on that note, the S&G will join 007 in toasting the hope that Monza will continue to offer Formula 1 its annual reality check for many, many seasons to come. For now, however, the time has come to up sticks and head to another wonderful and terrifying venue of enormous historical significance – the Circuit de la Sarthe.
Watch this space for some ‘content’ from the greatest motor race in the world – and for starters, here is a bit of testing at Monza with the chicanes removed. You will seldom see such might!