With a portfolio that spans soccer, rugby and the James Bond movie franchise, Heineken has long used sponsorship to engage consumers, support its brand positioning and drive growth around the world.Below, Hans Erik Tuijt, Heineken director of global sponsorships, discusses the shared traits of Heineken’s global partnerships, the company’s evolving activation strategy, the beer giant’s foray into Formula 1, and other topics.On Heineken’s global sponsorship strategy What ...