Formula 1 announced today that its partnership with Heineken, which has been in place since 2016, will be extended and expanded. The highlight of the partnership is the introduction of the world’s first-ever Formula 1 season ticket, allowing one lucky fan and a guest to attend every Grand Prix of the season.
The new multi-year contract underscores the significant role Heineken has played since 2016 in ‘celebrating and enhancing the spectacle’ of Formula 1. Formula 1 CEO Stefano Domenicali is delighted with the renewed partnership. “For nearly a decade, Heineken has stood alongside Formula 1 with a shared passion to create an unparalleled experience and spectacle for our fans,” he says. “In motorsport, innovation is in our DNA, so I’m excited that Heineken continues to push boundaries in engaging fans and bringing them even closer to the action.”
Season Ticket
Season tickets have long been indispensable in football, but now Formula 1, in partnership with Heineken, is introducing the world’s first season ticket. One lucky fan and a guest, such as a good friend or family member, will gain access to every Grand Prix on the calendar, including travel and accommodation. “Truly a once-in-a-lifetime adventure,” assures Dolf van den Brink, CEO & Chairman of the Executive Board at Heineken.
The first holder is Brandon Burgess, who attracted attention from fans and media worldwide with his ambitious attempt to attend every race in 2025 within a limited budget, while holding down a full-time job.
Fan Experience and Branding
In addition, the F1 Fan Zone, now presented by Heineken 0.0, will include new physical installations and striking branding during each race weekend. The beer brand retains, as it did this season, the naming rights to three Grands Prix per year.
Heineken is also launching the ‘Heineken Star Fans’ campaign, which will spotlight the best fans of the season. This will be done through an online content series, special pages on F1.com, prizes, and exclusive competitions.
