Gebr. Heinemann backs Formula 1 – Extended partnership with Nico Hülkenberg. Gebr. Heinemann has extended its collaboration with Formula 1 driver Nico Hülkenberg until the end of the 2026 season. The partnership leverages the international visibility of Formula 1 to position the brand in travel retail at airports and cruise destinations worldwide and strengthen customer loyalty. The focus is on connecting shared values and activating new target groups.
International stage with high reach – Formula 1 as a strategic platform for travel retail
The extension of the partnership with Nico Hülkenberg comes at a crucial time, as Audi will officially enter Formula 1 in 2026 and Hülkenberg will race for the new Audi F1 works team. For Gebr. Heinemann, Formula 1 offers an international stage with a wide reach, which perfectly complements the company’s presence at key transport hubs such as Australia, Azerbaijan and Jeddah. This combination makes it possible to directly address millions of travellers and create a differentiated customer experience that promotes long-term loyalty.
Gebr. Heinemann backs Formula 1 – Successful customer loyalty programme
Since the start of the collaboration in 2023, Gebr. Heinemann has made targeted use of Nico Hülkenberg’s international profile to achieve measurable success. The Heinemann x ME loyalty programme has attracted almost 50,000 new members, who benefit from exclusive competitions and VIP experiences with the Formula 1 driver. The programme is now active at 22 international airports and on 16 cruise ships, reaching a broad, globally mobile customer group.
Shared values as the basis for a partnership that goes beyond traditional sponsorship
The partnership is based on a close connection of shared values such as a focus on people, global relationships and a passion for extraordinary experiences. Florian Seidel, Chief Sales Officer at Gebr. Heinemann, emphasises that the collaboration goes far beyond traditional sponsorship. It serves as a strategic marketing tool to reach new target groups and strengthen the company’s position as a premium partner in global travel retail. Nico Hülkenberg highlights the authenticity and personal relationship that make the cooperation special.
Positioning Heinemann as a lifestyle brand with emotional relevance
Nico Hülkenberg’s successes, including his first Formula 1 podium finish and numerous strong race results in 2025, form the basis for the 2026 campaign. As part of the renewed partnership, Hülkenberg will continue to be actively involved in brand and customer activations. The aim is to position Heinemann as an international lifestyle brand with emotional relevance and to leverage the appeal of Formula 1 to strengthen ties with customers, partners and travellers worldwide.
[Text: parfuemerienachrichten/Image: Audi Revolut F1 Team]
