- One in four sports fans is actively reducing their alcohol consumption or opting for alcohol-free alternatives.
- 56% of Formula 1 fans report they regularly choose alcohol-free beer over the alternative.
- Heineken was identified by 62% of Formula 1 fans as the number one drinks brand that encourages responsible consumption.
A new global Nielsen study, commissioned by Heineken, reveals a major shift in drinking habits among sports fans, dispelling the outdated stereotype of the rowdy sports spectator.
Conducted across 11 markets, including the UK, and representative of 70 per cent of the combined Formula 1 and UEFA Champions League fanbase, the research shows that one in four fans are cutting back on alcohol or choosing alcohol-free alternatives.
Notably, Formula 1 fans drink more 0.0 than the general population, with 56 per cent regularly reaching for a non-alcoholic option compared to just 43 per cent of the general population.
Over the past decade, Formula 1 has invited old and new fans underneath the hood, taking them behind the scenes to get to know the teams and the colourful personalities, and experience first-hand what it takes to win a championship. These human stories, previously missing from the sport, have seen Formula 1 evolve from a traditional motorsport into a dynamic cultural platform, fuelled by a renewed focus on sustainability and the rise of a values-led fanbase.
With Gen Z and women playing an increasingly influential role in that fanbase, the market for choice and moderation has expanded to meet changing demand. Led by Heineken 0.0, now in the tenth year of its Formula 1 partnership, alcohol-free options have become more visible through impactful sponsorships and increased availability.
“We believe that our brands can be a force for good, and this belief shapes our approach to partnerships. For Heineken, responsible drinking is not only cool, but aspirational, so we harness the existing appeal of UEFA and Formula 1 to position Heineken 0.0 as equally appealing as our core product. This connection, plus people’s trust in the quality and taste of our core product, gives them the confidence to choose a 0.0,” Nabil Nasser, Global Head of the Heineken Brand, commented.
Emily Prazer, Chief Commercial Officer of Formula 1, said: “The Formula 1 fanbase is evolving fast. We now have more than 800 million fans worldwide, and we are attracting a more diverse audience, so we want to ensure we’re giving all of them options on how they engage with the sport, be that at races or at home. With partners like Heineken, we’re giving our fans choices and ensuring everyone feels included, comfortable, and empowered.”
Max Verstappen, Formula 1 World Champion, added: “It’s great to see that fans who choose not to drink can still feel completely part of the atmosphere and excitement around sport. Whether you’re driving, focusing on performance, or just don’t feel like drinking, there doesn’t need to be a reason. You can still enjoy the moment fully, without compromise. It’s about having the confidence to make the choice that’s right for you.”