Formula 1, the premier open-wheel racing series, has announced a multi-year partnership extension with the Dutch beer brand, Heineken.
For than a decade, the global partnership with Heineken has brought fans together during and beyond Grand Prix events. The new agreement emphasises Heineken’s critical role in commemorating and heightening the spectacle of Formula 1 since they first collaborated in 2016. Since the first year of cooperation, the global drinks brand has provided several innovative and impactful at-track activations while also improving the fan experience both on and off the circuits, with exciting activities ranging from pop-up bars to luxury hospitality within the paddock.
The F1 Fan Zone, now sponsored by Heineken 0.0, will include new in-person installations and vibrant branding throughout each race weekend. In addition, the premium beer brand will be granted naming rights to three Grands Prix per season. Moreover, Heineken will also launch the ‘Heineken Star Fans’ campaign, which will recognise the greatest fans throughout the season with an online content series, dedicated pages on F1.com, awards, and exclusive promotions.
One significant component of the brands’ fan involvement will be the debut of the world’s first Season Ticket, which will grant one lucky fan and a companion entry to every Grand Prix on the calendar, including travel and lodging. The ticket, made from carbon fibre and precision-engineered rivets, represents speed, workmanship, and connection.
The season ticket will allow fans to not only experience the sight of live racing, but also connect with other fans from around the world. Brandon Burgess, the initial holder, grabbed the interest of fans and media professionals across the world with his ambitious goal of attending every race in 2025 on a budget while working full-time. Next year, Heineken will give another fan the opportunity to obtain this coveted Season Ticket for themselves and a companion to experience every twist and turn of every race with F1 Unlocked.
The globally recognised beer brand will continue to leverage F1’s platform to promote responsible consumption and Heineken 0.0, a premium zero-alcohol drink, while also providing trackside branding, Paddock Club hospitality, and co-branded items throughout the season.
Stefano Domenicali, President & CEO of Formula 1, said, “For nearly a decade Heineken has stood alongside Formula 1 with a shared passion for creating an unrivalled experience and spectacle for our fans. I want to thank the Heineken family, Dolf and his team for their continued support and I am delighted that our partnership will bring even more excitement to spectators both at and away from track for many years to come. In motorsport, innovation is in our DNA, so I’m thrilled that Heineken continues to push the boundaries of engaging fans and taking them even closer to the action.”
Dolf van den Brink, CEO & Chairman of the Executive Board at Heineken, said, “After almost a decade of creating unforgettable fan experiences together, I’m thrilled we will be extending and expanding our partnership with Formula 1. This new chapter of our partnership is about more than sponsorship – it’s about connecting with fans, creating unique experiences, and celebrating the global F1 fandom. In celebration of this contract renewal, we are excited to launch the sport’s first season ticket, giving a fan and a friend the opportunity to attend every race of the season – truly a once in a lifetime adventure. We can’t wait to deliver more fan-first activations, shared experiences, and showcase the incredible energy that surrounds F1, both on and off the track – all with a cold Heineken (0.0) beer in hand.”
