WORLDWIDE – Heineken has renewed its partnership with F1 on a multi-year deal – reinforcing its commitment to supporting the growth of the sport, elevating fan experiences and bringing people together – both on and off the track.
As part of the partnership, Heineken has been announced as the new title sponsor of the FORMULA 1 GRANDE PRÊMIO DE SÃO PAULO (from 2027), among other key races like the newly launched Grand Prix in Madrid and the historic Silverstone. Heineken has also extended its title partnership of the FORMULA 1 Chinese and Las Vegas Grands Prix.
To mark the renewal, Heineken has launched the world’s first season ticket for the sport, granting the lucky holder and a plus one access to every single race on the F1 calendar, with travel and accommodation covered. That’s 24 Grand Prix, across 24 cities, and 24 opportunities to bring fans together over a beer.
Traditionally, attending multiple races has only been a dream for fans, but this season ticket revolutionises the fan experience by turning that dream into reality, so they can not only enjoy the spectacle of live racing but also connect with other fans around the world. Crafted from carbon fibre and precision-engineered rivets, the ticket symbolises speed, craftsmanship, and connection.
The inaugural holder is Brandon Burgess, who captured the attention of fans and media around the world with his ambitious quest to attend every race in 2025 on a budget while juggling a full-time job. Another ticket will be up for grabs via a global competition next year.
Throughout each season, Heineken will bring even more fans closer to the action through a series of new activations and experiences. The F1 Fan Zone, presented by Heineken 0.0, will offer unforgettable moments for fans to connect, socialise, and celebrate together against the backdrop of the world’s most exciting motorsport.
Beyond the track, Heineken will extend the thrill of F1 to audiences around the world through a new global partnership with F1 Arcade that includes interactive brand integrations. There will also be regular F1-related promotions and social media activations that will spotlight the fans and celebrate their passion for the sport.
Heineken will also use F1’s global platform to provide messaging around responsible consumption and promote Heineken 0.0 – a premium zero-alcohol product – as part of their responsible drinking programme.
Vikram Bahl, Chief Marketing Officer at United Breweries Limited, part of the HEINEKEN Company says, “F1 has always united people through the thrill of competition and shared passion. Through our partnerships, we’re creating unforgettable experiences for fans around the world, celebrating the excitement, energy and connections that make the sport truly special. In India, with the sport’s fandom growing rapidly, we’re bringing enthusiasts together through immersive screenings, engaging digital content and vibrant fan parks that celebrate passion and community. At the same time, we believe great experiences go hand-in-hand with responsibility. Our goal is to shape the culture of F1 in India with world-class, inclusive, and responsible fan experiences.”
Dolf van den Brink, CEO & Chairman of the Executive Board at Heineken, says, “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.”
Stefano Domenicali, President & CEO, Formula 1, says, “For nearly a decade Heineken has stood alongside Formula 1 with a shared passion for creating an unrivaled experience and spectacle for our fans. I want to thank the Heineken family, Dolf and his team for their continued support and 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.”
The 2026 season will mark 10 years since Heineken partnered with Formula 1. Over the past decade Heineken has:
- Committed to driving real change towards the attitudes around drink driving with its ‘When You Drive, Never Drink’ campaign – investing 10%+ of all media budgets to support responsible consumption programs.
- Been part of the F1® The Movie, challenging outdated assumptions around alcohol and socialising throughout the film.
- Served as Title Race Partner for the Las Vegas Grand Prix since its inauguration, combining world-class entertainment and exceptional fan experiences across the race weekend.
- Amplified the spectacle of Formula 1 through a number of activities including at-track activations, providing world class DJs – including Martin Garrix at events and enhancing fan experiences globally.
- Celebrated the global heritage of Formula 1 with limited edition packaging that represents different tracks around the world.
- Maintained an always on approach to consumer promotions – giving fans the opportunity to win race tickets, merchandise and attend race screenings with the goal of bringing more fans together.
Heineken will continue to celebrate fans through all its sponsorships by championing socializing and creating connections. At the heart of bringing fans together Heineken always provides a choice on how they want to celebrate their F1 experience – whether that is with Heineken, Heineken Silver or Heineken 0.0.
