Heineken and the Spyker Formula One Team 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 trackside events organised by the Etihad Aldar Spyker Formula One Team during the FIA Formula One World Championship.

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 believes the cooperation between the two leading brands is a perfect match. '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.'

Michiel Mol, director Of Spyker Formula One added, 'Having Heineken, one of the most international breweries of the world, as a partner for this concept and as a hospitality instrument proves that the marketing strategy of the Spyker team is working as planned. I'm very proud to join forces with such a well known brand; a brand that, as with our team, has its roots in the Netherlands.'

The partnership between Heineken and the Spyker Formula One Team was facilitated by Gr8industries.com, brand and marketing agency in the Benelux and China regions.