Heineken’s loss is Formula 1’s gain as the Dutch brewing company sees its marketing man Ben Pincus take on the role of director of commercial partnerships with The Formula One Group.

Pincus will report for duty with F1 next Monday and will report directly to Formula 1 chief executive Chase Carey.

The former Heineken senior executive, who replaces former F1 director of sponsorship Murray Barnett, is obviously no stranger to F1, having over seen the company’s highly successful worldwide sponsorship team and partnership with Formula 1.

“I am delighted to welcome Ben to the Formula 1 family as we get ready to begin our new season,” Carey said.

“Having worked closely with him over the past three years I know he has the experience, expertise and leadership qualities to grow our business and continue to take Formula 1 forward on its exciting journey.

“Ben has an incredibly impressive network and knows the Formula 1 world as well as anyone. He will hit the ground running and get the very best out of his team.”

In addition to his Formula 1 partnership experience, Ben previously ran sponsorships in European Football, International Golf, Tennis and Sailing for Visa, Coca-Cola, Sony PlayStation and Heineken.

“I am excited to start this new chapter in my career in the sport I know and believe in,” commented Pincus.

“Formula 1 offers brands value that other international sports platforms cannot compete with, and for that reason I’m looking forward to being a part of its commercial future.”

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