LONDON, UK – Creative PR agency The Romans has launched its first F1 campaign for global beer brand Heineken. The world’s first season ticket for F1 will grant the lucky holder—and a plus one—access to every race on the 2026 calendar, with travel and accommodation included.
Putting fans in pole position, Heineken will award the money-can’t-buy pass to the most deserving followers of F1, starting with Brandon Burgess, recognizing him for his passion and dedication to the sport. Brandon’s incredible feat of attempting to attend every single race in 2025 on a strict budget and while juggling a full-time job caught the attention of Heineken, as well as fans and media around the world.
Next year, Heineken will be offering another fan the chance to get their hands on this exclusive item which takes inspiration from F1—crafted in carbon fibre and held together with precision-engineered rivets: a tangible expression of speed, craftsmanship, and connection.
Joey Brophy, Global Brand PR Manager at Heineken, said “This isn’t just about a ticket—it’s about what it stands for. Heineken has always been about more than just podiums and trophies—it’s about people coming together, sharing the moment, and making connections. We saw the chance to turn a traditional contract signing into something that actually gives back to the fans. Because the real magic of F1 is the fans—and we want them to raise a beer and celebrate together.”
Dan Roberts, Executive Creative Director at The Romans, added “Every now and then an idea comes along that makes you think—I cannot believe no one has done this already. Turning the world’s biggest motorsport into the world’s first season ticket was that moment. It’s smart, simple and absolutely rooted in fan culture. This is a celebration of passion—of the people who’ll cross continents just to feel the roar of an engine up close. Credit to Heineken for backing something this bold and believing that fandom is about connection, not just competition.”
The ticket has been launched as Heineken announced the extension and expansion of its decade-long partnership with F1 on a multi-year deal—with the brand taking on new title partnerships of races in Brazil, Madrid and Silverstone, and extensions for China and Las Vegas. This expanded sponsorship commitment strengthens the global beer brand’s connection with F1’s passionate and rapidly growing global fan base and presents more opportunities for the two brands to create exceptional experiences for fans at races around the world.
With a global fanbase of 827 million, Formula 1 is growing in popularity among young adults and women. Heineken will bring fans closer to the action via F1 Fanzones presented by Heineken 0.0 on-track, activations at F1 Arcades worldwide, and year-round engagement through race screenings, consumer promotions, as well as digital and social content. Heineken will also continue to 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.
Credits
PR Agency: The Romans
MD: Kate Brazier
Executive Creative Director: Dan Roberts
Senior Creative: Jack Moriarty
Senior Account Director: Sophie Lambert-Russell, Patrick Williams
Production
Ticket Creation: Creative Research and Development Ltd & Carbon Cut UK
Video: Directed by Dean G Moore
Photography: Matt Ben Stone
