- Heineken is second-longest serving F1 global partner behind DHL
- Alcohol-free offering to have significant presence at F1 Fan Zone
- New season ticket will offer one fan plus a guest access to every Grand Prix
Formula One has extended its long-running partnership with Heineken, ensuring the collaboration between the pair continues beyond a decade.
The beer brand first partnered with the sport in 2016 and most recently signed a short-term extension in May 2023. The original deal was reportedly worth a reported US$250 million over its duration. Heineken is currently Formula One’s second-longest serving global partner, behind DHL which has been involved with the series since 2004.
Under the latest multi-year agreement, Heineken 0.0, the brand’s alcohol-free offering, will title sponsor the F1 Fan Zone at each race, featuring in-person installations and extensive branding. Heineken has also secured naming rights to three Grands Prix each season.
A key feature of the brand’s fan engagement strategy under the new deal is the introduction of Formula One’s first-ever ‘season ticket’. Each year, one fan and a guest will receive access to every Grand Prix on the calendar, with travel and accommodation included.
The initiative was inspired by Brandon Burgess, who has gained attention on social media for his efforts to attend every Grand Prix this season while maintaining a full-time job. He has been named the inaugural holder of the season pass, and next year Heineken will run a contest for the next recipient via F1 Unlocked.
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“For nearly a decade Heineken has stood alongside Formula One with a shared passion for creating an unrivalled experience and spectacle for our fans,” said Stefano Domenicali, president and chief executive of Formula One.
“I want to thank the Heineken family, Dolf [van den Brink] 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, chief executive and chairman of the executive board at Heineken, added: “After almost a decade of creating unforgettable fan experiences together, I’m thrilled we will be extending and expanding our partnership with Formula One.
“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.”
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