Formula One news

Heineken and Spyker open first F1 sports bar

Heineken and Spyker F1 have signed an agreement to launch an innovative concept: the first-ever Formula 1 sports bar in the Netherlands. Alongside this ambitious plan, Heineken also becomes the official beer supplier of the Dutch team.

Further details regarding the sports bar concept, location and opening date of the bar are to be announced ultimately 1 July 2007. Besides the Formula 1 experience, the hospitality concept will carry both the Spyker and Heineken brands, but also the platform 'Enjoy Heineken Responsibly'. 'Enjoy Heineken Responsibly' encourages alcohol users to consume the beer to a safe and reasonable level.

Herwin van den Berg, Marketing Director of Heineken Nederland, said: "Developing and realising innovative bar concepts is a main priority for our company and this Formula 1 sports bar fits with our ambitions of being the most innovative brewer. Furthermore, the co-operation with Spyker gives us access to the Formula 1 experience with millions of international fans."

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