Sara Misir signs endorsement deal with Red Stripe

By Sports Desk March 06, 2024

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.

 

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