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
Air Canada ceo to quit over “English-only” message after New York plane crash
English-only condolence video after fatal LaGuardia crash triggers outrage in Quebec and hastens succession
MONTREAL: Air Canada’s boss is heading for the exit after a linguistic misstep collided with a national faultline.
Michael Rousseau will retire by October, the airline said on Monday, days after a backlash over his English-only video tribute following a deadly crash involving an Air Canada Express jet in New York. The March 22 collision with a fire truck at LaGuardia Airport killed two pilots and injured dozens, but Rousseau’s message, bookended only by “bonjour” and “merci”, ignited fury in French-speaking Quebec.
Mark Carney welcomed the departure, calling the video a “lack of judgment and lack of compassion”. “It is absolutely essential that his successor is completely bilingual,” he said in Toronto. “He did a good job technically as CEO but as the leader of an organisation you have broader responsibilities. It’s the right decision at the right time.”
The row quickly metastasised. Quebec’s National Assembly voted 92–0 for Rousseau to quit. More than 1,800 complaints flooded the federal languages watchdog. Even Caisse de dépôt et placement du Québec, a major shareholder, weighed in. “There is no doubt that the video should have been in both official languages.”
The symbolism cut deep. One of the dead pilots, Antoine Forest, was from Quebec. Language, long a live wire in the province, remains entwined with identity and politics, fuelling the separatist Parti Québécois ahead of an election due by October.
Rousseau, 68, had form. In 2021, soon after taking charge, he drew fire for delivering a Montreal speech largely in English and boasting he had lived there for years without speaking French. He apologised then and again last week, saying he was “deeply saddened” his limitations had “diverted attention from the profound grief of the families and the great resilience of Air Canada’s employees.” He had logged more than 300 hours of French lessons since taking the helm in February 2021.
Operationally, his tenure was steadier. He steered Air Canada through the pandemic and its messy aftermath, though labour tensions, most notably a four-day cabin crew strike, dogged the recovery. Shares slipped more than 2 per cent after the news before trimming losses to about 1.2 per cent on the Toronto exchange.
The airline, bound by the Official Languages Act to serve customers in both English and French, said it is accelerating a succession plan already under way, with candidates to be judged in part on their French. Analysts say the next chief must pair operational discipline with strategic clarity amid fuel volatility, labour costs and fierce competition.
A dual crisis—metal on tarmac in New York and politics at home—has now claimed its most senior scalp. In Canada’s flag carrier, competence got Rousseau far. In the end, fluency finished the job.
