The Caribbean's only Formula Woman race car driver Sara Misir received a significant boost ahead of her 2024 season by securing an endorsement deal with Red Stripe, under the company's Drink & Live Responsibly and Heineken 0.0 brands.

As part of the multi-million dollar sponsorship, Misir, who participated in the GT Cup in the United Kingdom for the 2022 and 2023 seasons, will be highlighted in the Drink and Live Responsibly campaign through various digital and traditional media channels, as well as making appearances on behalf of Heineken 0.0.

The announcement was made on Tuesday at Red Stripe’s headquarters on Spanish Town Road in Kingston.

“We are thrilled to welcome Sara to our Drink & Live Responsibly and Heineken 0.0 campaigns. The duality of this partnership aims to reinforce the message of responsible drinking with Sara’s help, highlighting that when it comes to selecting a designated driver on a night out, 'The Best Driver' to choose is always the one that hasn't had a drink – unless that drink is Heineken® 0.0,” declared Red Stripe’s head of corporate affairs, Dianne Ashton-Smith.

“Sara, who brings her star power to help promote responsible drinking to new and relevant audiences, can effectively convey this message to our consumers, driving home the importance of making responsible choices. This is particularly significant as Sara is breaking barriers in a traditionally male-dominated sport, exemplifying the power of inclusion and becoming a beacon of inspiration. What a remarkable way to kick off International Women's Day this week, themed “Inspire Inclusion.”

Misir views this partnership as a perfect synergy. “Cheers to Heineken and the "Drink and Live Responsibly" initiative. I’m pleased to drive home, pun intended, the importance of road safety. The message is simple. Speed at Dover, not on our roads, and when drinking before driving, Grab a Heineken 0.0 instead," she remarked. "Heineken has a strong connection with Formula 1, firmly establishing the brand within our global racing community. As a Formula Woman driver, I am thrilled to now also be aligned with Heineken 0.0."

Ali McNab, delivering remarks on behalf of Minister Grange, praised Sara Misir. "As we acknowledge the advancements in gender equality, we honour a remarkable young woman who has motivated countless other women and girls to aim high. I commend Red Stripe for including Sara in a valuable campaign promoting responsible drinking."

The motorsports athlete of the year will start her 2024 season on April 1 at JRDC’s Carnival of Speed at Dover Raceway in St. Ann. She is also slated to compete on May 26, July 7, August 4 and October 21 to complete her 2024 Modified Production Class Four racing calendar.

Red Stripe, the official beer of Jamaica, announced a long-term partnership with the Jamaica Olympic Association (JOA), valued at $80 million Jamaican, which will provide much-needed support to the association in preparing all Jamaican athletes across multiple sporting disciplines.

The partnership announced at the Red Stripe’s Spanish Town Road base on Tuesday, marks a momentous occasion that signifies the marriage of two iconic institutions coming together to ensure a meaningful impact for sports in Jamaica.

Jamaica Olympic Association, which has been a member of the International Olympic Committee since 1936, has done more than support athletes to take the global stage, but extends their support beyond competition by ensuring that all sports administrators and officials are adequately trained.

Red Stripe’s Head of Commerce, Sean Wallace said this multi-million-dollar investment showcases the commitment of the entity to Jamaicans and all that matters to them.

“Our partnership with the Jamaica Olympic Association is yet another collaboration that will be woven into the rich fabric of our iconic history. For almost 100 years, we have poured into Jamaican music, art, food, culture, and of course, sports. We understand the importance of investing in our people, nurturing the next generation of talent, and honour the legacy of those who have exited the competitive arena. We are very excited about this partnership and everything it will do for future and development of sports,” Wallace shared.

Red Stripe’s support of the JOA will help to cover expenses related to the training of athletes, procurement of equipment, travel expenses, and any other administrative support that the esteemed organisation needs.

JOA president Christopher Samuda expressed his gratitude for the partnership.

“Olympic culture is priceless; the economy of sport has evolved universally into a billion-dollar enterprise. Both the JOA and our partner, Red Stripe, understand that sport gives character and is the DNA of human inspiration.

“Sport is not just a hobby or something to be photographed but is a business of physical culture. We are grateful for the support Red Stripe has pledged to give and we look forward to an exceptional partnership,” Samuda noted.

Additionally, Red Stripe also launched their campaign entitled ‘Gold Glory’ which ends on January 19, 2024. The campaign offers consumers an opportunity to be a part of the excitement of next year’s Olympic Games.

This campaign includes a design competition that will challenge artistic consumers to create a limited-edition Red Stripe 6-pack, which should be posted to their Instagram page. These designs should showcase the accomplishments of Jamaican athletes past, present and future.

The competition’s winner could pocket $500,000, and have their design showcased in the Olympic Village in Paris, France.

“Red Stripe will be giving ten lucky consumers and a guest, the chance to fly all-expenses paid to Paris 2024 to see our athletes compete,” Wallace shared.

The Great Jamaican Beer will be celebrating 100 years in 2028 and is eyeing the 2028 games in Los Angeles. The details on how consumers can win this once-in-a-lifetime opportunity will be on Red Stripe’s website and social media platforms soon.