Jackie Stewart Tells B/R How He Brought Formula 1 and Heineken Together

MONTREAL — Formula One officially announced its long-rumoured Heineken sponsorship deal at the Circuit Gilles Villeneuve on Thursday with a large press conference/party befitting one of the world's largest breweries. While the deal is good news for the sport as a whole, it could further exacerbate the preexisting financial inequality between the individual teams. Also, when companies like Heineken opt to sponsor the series as a whole, rather than a specific team, the sport's commercial rights holder takes approximately 35 percent of the cash before it filters back to the teams. As part of the arrangement, the Dutch beer company will be the title sponsor for three F1 races each year, starting with the Italian Grand Prix this ...

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