Formula 1 and Heineken have announced the renewal and expansion of their global partnership, extending a collaboration that began in 2016 and has become a defining part of the sport’s fan experience both on and off the track.
The new multi-year agreement cements Heineken’s role as one of F1’s most visible and enduring partners, with the brand set to continue delivering at-track activations and hospitality experiences while deepening its digital fan engagement through fresh campaigns and competitions.
Under the renewed deal, the F1 Fan Zone will now be presented by Heineken 0.0, featuring new interactive installations and vivid trackside branding across race weekends. Heineken will also retain naming rights for three Grands Prix per season.
A major highlight of the expansion is the launch of the Heineken Star Fans campaign, designed to celebrate the passion of supporters through an online content series, exclusive awards, and competitions hosted on F1.com.
Introducing F1’s first ‘Season Ticket’
In a first for the sport, Heineken will introduce a carbon fibre-crafted Season Ticket, granting one fan and a guest access to every Grand Prix on the calendar, with travel and accommodation included.
The inaugural ticket has been awarded to Brandon Burgess, whose viral mission to attend every race in 2025 inspired fans worldwide.
The initiative will continue in 2026 via F1 Unlocked, giving another supporter the chance to experience the full season live.
Heineken will continue using F1’s platform to promote responsible drinking through Heineken 0.0, alongside extensive Paddock Club hospitality and co-branded activations across each season.
Shared vision for fan engagement
Formula 1 CEO Stefano Domenicali said: “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 I am delighted that our partnership will bring even more excitement to spectators both at and away from track for many years to come.”
Heineken CEO Dolf van den Brink added: “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 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 in hand," he concluded.
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