Brands
F1 and Heineken shift gears with turbocharged partnership
MUMBAI: When beer meets the roar of engines, magic happens. Formula 1 and Heineken have renewed and expanded their global partnership, continuing a nearly decade-long collaboration that’s been as smooth as a perfectly poured pint.
First teaming up in 2016, the partnership has delivered unforgettable fan moments both on and off the track, from high-octane hospitality experiences to Heineken’s signature pop-up bars. Now, the new multi-year deal takes the alliance into overdrive with fresh activations, bold fan engagement, and a unique twist for motorsport lovers.
The F1 fan zone, now presented by Heineken 0.0, will bring immersive experiences to race weekends, alongside vivid branding and innovative in-person installations. The brewer will also enjoy naming rights for three Grands Prix each season.
Adding an extra shot of excitement, Heineken has launched the ‘Star Fans’ campaign, celebrating the most passionate F1 supporters through exclusive online content, competitions, and awards. But the real showstopper is the world’s first F1 season ticket, a carbon fibre-crafted pass that grants one lucky fan and a friend access to every race on the calendar, complete with travel and accommodation.
Formula 1 president and CEO Stefano Domenicali hailed the partnership, saying, “Heineken has stood alongside Formula 1 for nearly a decade with a shared passion for delivering an unrivalled spectacle. Together, we’ll continue to push boundaries and bring fans closer to the action.”
Echoing the excitement, Heineken CEO and chairman Dolf van den Brink added, “This partnership is about more than sponsorship. It’s about connecting fans, creating experiences, and celebrating the incredible energy of F1 – all with a cold Heineken 0.0 in hand.”
As the two global powerhouses toast to their next chapter, one thing’s clear, this partnership is still firmly on pole position.
Brands
Zepto names Saurabh Kabra vice president for non-trade advertising
Former blinkit and ITC executive to drive Zepto’s ad-led growth
BENGALURU: Zepto has elevated Saurabh Kabra to vice president—non-trade advertising, partnerships and catalogue, underscoring the quick-commerce firm’s push to deepen high-margin revenue streams beyond deliveries.
Based in Bengaluru, Kabra will lead the strategic expansion of Zepto’s advertising and partnerships ecosystem. He was previously senior director and head of the non-trade advertising business, where he played a central role in building the company’s ad-led monetisation playbook.
Since joining Zepto, Kabra has worked closely with the chief executive’s office on strategic initiatives, contributing to the company’s rapid scale-up in India’s intensely competitive quick-commerce market. His elevation comes as platforms increasingly court brand advertising to steady margins and diversify revenue.
Before Zepto, Kabra held senior growth roles at Blinkit, serving as associate director of growth and city CEO for Hyderabad, where he led regional expansion and operational scaling.
Earlier in his career, he spent several years at ITC Limited, managing brands such as Classmate and Paperkraft and overseeing sales operations in the personal care business. He is an alumnus of Indian Institute of Management Calcutta.
Industry executives view the appointment as a clear signal that Zepto is sharpening its focus on advertising, partnerships and catalogue-led monetisation: areas increasingly discussed by investors as critical to improving unit economics in quick commerce.
