Gebr. Heinemann is extending its partnership with Formula 1 driver Nico Hulkenberg, reinforcing a collaboration that has become a strategic pillar of the company’s global brand and customer engagement agenda.
The renewed sponsorship covers the 2026 Formula 1 season, during which Nico Hulkenberg will compete with the new Audi F1 factory team, marking Audi’s official entry into Formula 1.
For Gebr. Heinemann, Formula 1 continues to provide a high visibility international platform that aligns strongly with the company’s travel retail footprint across global airports and cruise destinations. With races in key international travel hubs including Australia, Azerbaijan, and Jeddah, the partnership ensures brand exposure to millions of traveling consumers and delivers differentiated customer experiences that strengthen long-term loyalty.
“We’re proud to continue standing by Nico’s side at such a defining moment in his career as he begins his new chapter with Audi, following a milestone year in 2025 that included his first‑ever Formula 1 podium at Silverstone, several strong race results, and his remarkable 250th Grand Prix start,” says Florian Seidel, Chief Sales Officer at Gebr. Heinemann.
“Our collaboration is far more than sponsorship – it’s a strategic communications and marketing tool that helps us activate new audiences and reinforce our positioning as a premium partner in global travel retail.”
Since the collaboration began in 2023, Gebr. Heinemann has leveraged Nico Hulkenberg’s international profile to drive measurable impact. For example, almost 50,000 new members have joined the company’s loyalty program Heinemann x ME through exclusive sweepstakes featuring VIP race access and unique money‑can’t‑buy moments with Nico Hulkenberg. Today, the Heinemann x ME program spans 22 international airports and 16 cruise liners, connecting with a diverse and globally mobile customer base.
Florian Seidel says: “Formula 1 gives us the opportunity to engage people precisely when they’re most receptive to inspiration and new impulses. Nico’s authenticity and global appeal enable us to tell compelling stories, deepen our brand connection, and stand out in a highly dynamic retail environment. He embodies excellence without pretense – a quality that resonates with our audience and reflects our identity as a global family business.”
“Working with Gebr. Heinemann has been a natural fit and a very personal connection from day one,” says Nico Hulkenberg.
“We share similar values: a focus on people and strong global relationships, a passion for creating meaningful experiences, and we are constantly chasing improvement. Gebr. Heinemann understands what drives fans and travelers, and that authenticity makes our collaboration both effective and enjoyable. I’m excited that we are continuing our partnership and bringing Formula 1 even closer to fans around the world.”
Nico Hulkenberg’s recent achievements and his reputation for perseverance and resilience set the tone for the 2026 campaign. As part of the renewed agreement, he will continue to participate in brand and customer activations that further position Heinemann as an international lifestyle brand with strong emotional relevance, leveraging the appeal of Formula 1 to strengthen relationships with customers, partners, and travelers worldwide.
Photo credit: Audi Revolut F1 Team
