Heineken has renewed its long-standing global partnership with Formula 1 under a new multi-year deal, marking nearly a decade of collaboration between the brewer and the motorsport.
The announcement comes just a week after Heineken revealed it would end its long-running sponsorship of the UEFA Champions League in August 2027, signalling a strategic shift in focus toward motorsport and global fan engagement.
To celebrate the expanded partnership, Heineken unveiled the sport’s first-ever Formula 1 season ticket – a carbon-fibre pass granting the holder and a companion access to every race in the 2026 season, with travel and accommodation included. The unique card will allow fans to attend all 24 Grand Prix events worldwide, offering what Heineken calls “24 opportunities to bring fans together over a beer.”
The inaugural ticket has been awarded to Brandon Burgess, an F1 superfan who made headlines this year for his attempt to attend every race on a strict budget while holding a full-time job. Current F1 World Champion and Heineken 0.0 ambassador Max Verstappen presented the ticket to Burgess, commending his dedication to the sport’s global community.
“F1 has some of the most dedicated fans in the world,” Verstappen said. “What Brandon has done this season is incredible. It’s only right that he receives the first-ever season ticket so he can continue sharing his passion.”
Max Verstappen and Brandon Burgess
Heineken CEO and chairman Dolf van den Brink said the renewal marks “a new chapter” in the partnership, expanding the brand’s reach across key markets and fan experiences. “This is about more than sponsorship,” he said. “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) beer in hand.”
As part of the deal, Heineken will resume Title Partnerships for races in Brazil, Madrid, and Silverstone from 2027, while extending existing agreements for China and Las Vegas. The company also plans to enhance on-track and digital activations, including F1 Fanzones presented by Heineken 0.0, experiences at F1 Arcades, and race screenings worldwide.
Heineken said it will continue using F1’s global platform to promote responsible consumption and its alcohol-free product, Heineken 0.0. In a recent global Nielsen study commissioned by the brewer, 62 per cent of Formula 1 fans identified Heineken as the leading drinks brand promoting responsible drinking, while 56 per cent said they regularly choose alcohol-free beer.
Formula 1 president and CEO Stefano Domenicali welcomed the renewed partnership, saying: “For nearly a decade Heineken has stood alongside Formula 1 with a shared passion for creating an unrivalled experience and spectacle for our fans. 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 open up the coveted season ticket to another fan through the F1 Unlocked platform, giving one more supporter the chance to experience every twist and turn of the 2026 season.