The adage “If you ain’t first, you’re last” from the 2006 film Talladega Nights: The Ballad of Ricky Bobby is really more of a NASCAR thing, but that hasn’t stopped Formula 1 sponsors from adopting it.
The Formula 1 Heineken Silver Las Vegas Grand Prix debuts Nov. 16-18, and brands fortunate enough to jump aboard when the event was first announced are in the pole position for certain perks—like that name, for example. By signing on as a title sponsor, Heinken gets to plaster its name and that of its Heineken Silver brand all over the event, its Wolfgang Puck-catered main-grandstands, its Heineken House hospitality venue and above all the acts on the Virgin Hotel-run Heineken Stage.
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