Heineken® Announces Renewed Global Partnership with F1® and Launches the Sport’s First Season Ticket
Heineken (HEINY) renewed its multi-year partnership with F1 and launched the sport’s first-ever season ticket, a carbon-fibre pass granting the holder and a plus one access to all races in the 2026 calendar with travel and accommodation included. The pass covers 24 Grand Prix across 24 cities and will be awarded to superfans (first recipient: Brandon Burgess). The agreement expands Heineken’s rights, adding Title Partnerships in Brazil, Madrid and Silverstone and extending partnerships in China and Las Vegas, while promoting Heineken 0.0 and fan activations worldwide.
Heineken (HEINY) ha rinnovato la partnership pluriennale con la Formula 1 e ha lanciato il primo season ticket dello sport, un pass in fibra di carbonio che dà accesso al titolare e a un accompagnatore a tutte le gare del calendario 2026 con viaggio e alloggio inclusi. Il pass copre 24 Gran Premi in 24 città e sarà assegnato agli superfans (primo destinatario: Brandon Burgess). L'accordo amplia i diritti di Heineken, aggiungendo Title Partnerships in Brasile, Madrid e Silverstone e rinnovando le partnership in Cina e a Las Vegas, promuovendo Heineken 0.0 e le attivazioni per i fan a livello mondiale.
Heineken (HEINY) renovó su asociación plurianual con la F1 y lanzó la primera season ticket del deporte, un pase de fibra de carbono que otorga al titular y a un acompañante acceso a todas las carreras del calendario 2026 con viaje y alojamiento incluidos. El pase cubre 24 Grandes Premios en 24 ciudades y será otorgado a los superfans (primer destinatario: Brandon Burgess). El acuerdo amplía los derechos de Heineken, añadiendo Title Partnerships en Brasil, Madrid y Silverstone y extendiendo las asociaciones en China y Las Vegas, mientras promueve Heineken 0.0 y las activaciones para fans en todo el mundo.
하이네켄 (HEINY)은 F1과의 다년간 파트너십을 갱신하고 운동의 첫 시즌 티켓을 선보였다. 이 카본 파이버 패스는 소지자와 동반자 한 명에게 2026년 달력의 모든 레이스에 대한 방문, 여행 및 숙박을 포함한 access를 제공한다. 패스는 24개의 그랑프리가 열리는 24개 도시를 covered하며, superfans에게 수여될 것(첫 수상자: Brandon Burgess). 이 협정은 브라질, 마드리드, 실버스톤에서 Title Partnerships를 추가하고 중국과 라스베이거스의 파트너십을 확장하는 등 하이네켄의 권리를 확장하고, 전 세계적으로 하이네켄 0.0 및 팬 activations를 홍보한다.
Heineken (HEINY) a renouvelé son partenariat pluriannuel avec la F1 et a lancé le premier season ticket du sport, un pass en fibre de carbone donnant au titulaire et à une personne de son choix l’accès à toutes les courses du calendrier 2026 avec le voyage et l’hébergement inclus. Le pass couvre 24 Grands Prix dans 24 villes et sera attribué aux superfans (premier destinataire : Brandon Burgess). L’accord élargit les droits d’Heineken, ajoutant des Title Partnerships au Brésil, à Madrid et à Silverstone et prolongeant les partenariats en Chine et à Las Vegas, tout en faisant la promotion de Heineken 0.0 et des activations pour les fans dans le monde entier.
Heineken (HEINY) hat seine Mehrjahres-Partnerschaft mit der F1 erneuert und die sportliche erste Season Ticket eingeführt, ein Kohlefaser-Pass, der dem Inhaber und einer Begleitperson Zugang zu allen Rennen im Kalender 2026 mit Reise- und Unterkunft inkl. gewährt. Der Pass deckt 24 Grand Prix in 24 Städten ab und wird an Ultra-Fans vergeben (erster Empfänger: Brandon Burgess). Die Vereinbarung erweitert Heinekens Rechte, indem Title Partnerships in Brasilien, Madrid und Silverstone hinzukommen und Partnerschaften in China und Las Vegas verlängert werden, während Heineken 0.0 und Fan-Aktivierungen weltweit gefördert werden.
هينكن (HEINY) جددت شراكتها متعددة السنوات مع الفورمولا 1 وأطلقت أول season ticket في الرياضة، وهي بطاقة من ألياف الكربون تتيح لحاملها ولشخص مرافق له الوصول إلى جميع السباقات في تقويم 2026 مع السفر والإقامة مضمّنين. تغطي البطاقة 24 جائزة كبرى عبر 24 مدينة وستُمنح للمشجعين المتحمّسين (أول مستلم: براندون بورغس). توسّع الاتفاقيات حقوق هينكن بإضافة شراكات العناوين في البرازيل، مدريد وسيلفرستون وتوسيع الشراكات في الصين ولاس فيغاس، مع الترويج لهينكن 0.0 وت activations للجمهور عالميًا.
- Season ticket grants access to 24 Grand Prix with travel and accommodation
- Partnership expansion includes Title Partnerships in Brazil, Madrid, Silverstone
- Extensions confirmed for China and Las Vegas
- F1 platform reaches a global fanbase of 827 million for brand exposure
- None.
- Heineken® and F1® have renewed their decade long partnership on a multi-year deal, celebrating the global beer brand’s commitment to bring fans closer to the action both on and off track.
- To mark the next chapter, Heineken® today launches the world's first season ticket for the motorsport - a money-can’t-buy carbon fibre card that gives the holder (and a plus one) access to every race around the world for the 2026 season.
- F1® super fan Brandon Burgess, who made headlines for his attempt to attend every race this year on a strict budget, will become the first ever season ticket holder and next year another will be up for grabs.
- The season ticket will help fans not only enjoy the spectacle of live racing, but also connect with other fans all around the world.
A Media Snippet accompanying this announcement is available by clicking on this link.
SAO PAULO, Nov. 05, 2025 (GLOBE NEWSWIRE) -- Heineken® continues to redefine the Formula 1 fan experience with the launch of the world’s first season ticket for the sport, celebrating the extension and expansion of its decade-long partnership with F1®.
This expanded sponsorship commitment, announced in São Paulo where Heineken will resume the Title Partnership of the local Grand Prix from 2027, 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.
Heineken®’s season ticket will grant the lucky holders - and a plus one - access to every race on the calendar, with travel and accommodation included. That’s 24 Grand Prix, across 24 cities, and 24 opportunities to bring fans together over a beer.
Reaffirming that Heineken® is a champion of not only trophies and podiums but of socialising and friendships, the brand will award the money-can’t-buy pass to the most deserving fans, starting with Brandon Burgess, recognising him for his incredible passion and dedication to the sport.
Next year, Heineken® will be offering other fans the chance to get their hands on this exclusive item which takes inspiration from F1® materials, crafted in carbon fibre and held together with precision-engineered rivets: a tangible expression of speed, craftsmanship, and connection.
Brandon’s incredible feat of attempting to attend every single race in 2025, using his annual leave while working a full-time job, caught the attention of Heineken® as well as fans and media around the world.
His journey reflects something every F1 fan understands - that the sport is more than a competition; it’s connection. Research shows that while many fans watch F1 from home, two thirds (
Max Verstappen, current F1® World Champion and Heineken® 0.0 ambassador, stepped in to present the season ticket to Brandon, saying: “F1 has some of the most dedicated fans in the world, and the energy they bring, whether they are at the circuit or supporting from home, is a huge part of what makes this sport so special. What Brandon has done this season is incredible. He has shown real commitment to the sport and the community around it. It is only right that he receives the first-ever season ticket from Heineken® so he can continue sharing his passion and enjoy the sport with as many different people as possible.”
Brandon says, "Attending every F1 race in a single year has always been my dream. It’s been a crazy challenge - juggling my full-time job and being on a limited budget meant that I’ve had to make some sacrifices such as only visiting some countries for 24 hours, and attending races alone. But it has enabled me to connect with fans all over the world - many of whom I still chat to. I never thought that when I started documenting my journey at the beginning of the year that so many people would be following along. And now to be recognised by a brand like Heineken® and be the holder of the world’s first season ticket for F1 races is absolutely mind-blowing. It’s the opportunity of a lifetime and I can't wait to take this journey even further next year and share the experience with other fans.”
Following a decade of successful collaboration, Heineken® and F1® have extended their partnership on a multi-year deal with Heineken announcing new Title Partnerships of races in Brazil, Madrid and Silverstone, and extensions for China and Las Vegas. 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.
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 unrivalled 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.”
Next year, Heineken® will be offering another fan the chance to get their hands on this coveted season ticket for them and a friend to experience every twist and turn of every race next year via F1® Unlocked. Keep an eye on Heineken® and F1® social channels to find out more.
Notes to editors
Media contact:
Heineken@wearetheromans.com
*Heineken® commissioned survey of 4,000 adults of people who watch F1 and are of legal drinking age in the UK, USA, Turkey, Brazil, Italy, Germany, India and South Africa. Research conducted by OnePoll, October 2025. Research can be broken down by country and further demographics on request.
About Heineken®
HEINEKEN is the World's Pioneering Beer Company™. It is the leading developer and marketer of premium and nonalcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram.
FAQ
What did Heineken announce about its F1 partnership on November 5, 2025 for HEINY?
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