Formula 1 and Heineken Extend Global Partnership

Formula 1 has announced the extension and expansion of its global partnership with Heineken, marking nearly a decade of collaboration focused on enhancing the fan experience at and beyond Grand Prix events.

The renewed multi-year deal strengthens Heineken’s presence across the sport, including elevated fan engagement initiatives and increased branding rights.

Commenting on the partnership, Formula 1 president and CEO, Stefano Domenicali, said the partnership has been defined by a joint commitment to elevating fan experience:

“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.”

Heineken CEO, Dolf van den Brink, added that the new chapter focuses on deeper, community-driven connection:

“This is about more than sponsorship – it’s about celebrating the global F1 fandom and creating unforgettable shared experiences.”

Since joining Formula 1 in 2016, Heineken has become one of the sport’s most visible commercial partners, activating on-site fan zones, premium hospitality programs, and branded experiences. Under the expanded agreement, Heineken 0.0 will now headline the F1 Fan Zone, featuring new interactive installations across race weekends.

Heineken to Receive Naming Rights for Three Grand Prix Season

The brand will also launch Heineken Star Fans, an engagement campaign celebrating standout supporters through online content, competitions, and season-long recognition.

A key feature of the extended partnership is the introduction of Formula 1’s first-ever Season Ticket, granting one fan and guest access to every race on the calendar, including travel and accommodation.

The inaugural recipient is Brandon Burgess, who gained global attention for attempting to attend every race in 2025 on a strict budget while maintaining full-time employment.

Another Season Ticket will be made available to fans in 2026 via F1 Unlocked.

Heineken will continue leveraging the partnership to promote responsible consumption messaging and its zero-alcohol Heineken 0.0 product, which remains central to its motorsport alignment.

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