Formula 1 and Heineken: Driving Deeper into a Decade-Long Global Partnership

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Formula 1 and Heineken are cementing a nearly 10-year collaboration by announcing a significant multi-year extension and expansion of their Global Partnership. Since joining forces in 2016, the alliance has been instrumental in amplifying the spectacle of Formula 1, both for attendees at the Grands Prix and fans tuning in globally. The new agreement is set to escalate fan engagement and the premium beer brand's visibility across the racing calendar.

Enhanced Fan Experience and Visibility

The partnership’s expansion highlights Heineken’s commitment to the fan experience through several key initiatives:

• Elevated Fan Zone: The F1 Fan Zone will now be presented by Heineken® 0.0, featuring new in-person installations and vivid branding throughout each race weekend.

• Grand Prix Naming Rights: Heineken® will acquire the naming rights for three Grands Prix each season, significantly boosting its trackside presence.

• Continued Presence: The global beer brand will maintain its prominent trackside branding, Paddock Club hospitality, and co-branded products across each season.

Launch of the ‘Heineken® Star Fans’ Campaign

A major element of the expanded partnership is the launch of the ‘Heineken® Star Fans’ campaign, designed to celebrate the most dedicated supporters of the sport:

• Online Content Series: The campaign will feature an online content series, dedicated pages on F1.com, awards, and exclusive competitions to highlight fan stories and passion.

• The World's First Season Ticket: In a monumental fan gesture, the brands are launching the world’s first Season Ticket. This exclusive prize, crafted from carbon fibre and precision-engineered rivets, will grant one lucky fan and a plus one access to every Grand Prix on the calendar, complete with travel and accommodation. Brandon Burgess, who gained attention for his ambitious 2025 quest to attend every race on a budget, will be the inaugural recipient.

Stefano Domenicali, President & CEO of Formula 1, praised the collaboration, stating, "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 am delighted that our partnership will bring even more excitement to spectators both at and away from track for many years to come.”

Dolf van den Brink, CEO & Chairman of the Executive Board at Heineken, echoed this enthusiasm, saying, “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... 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.”

This expanded partnership solidifies Heineken's role not just as a sponsor, but as a key enabler of the fan culture that surrounds Formula 1.