Heineken renews partnership with F1 and launches season ticket
Heineken is giving fans access to every race of 2026 with the launch of a new season ticket as its global partnership with Formula 1 is renewed.
The global beer giant, which has already had a decade-long partnership with F1, announced the development in São Paulo, where it will resume the title partnership of the local Grand Prix from 2027.
Heineken’s new season ticket is set to grant holders – and a plus one – access to every race on the calendar, with travel and accommodation included. In total that would include 24 Grand Prix, across 24 cities.
The beer company has said it will award the “money-can’t-buy pass” to the “most deserving fans” starting with Brandon Burgess F1 super fan Brandon Burgess, who made headlines for his attempt to attend every race this year on a strict budget.
Fan-first
Heineken chairman and CEO Dolf Van Den Brink said: “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.”
Current F1 world champion and Heineken 0.0 ambassador Max Verstappwn explained: “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.”
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F1 super fan Brandon Burgess replied: “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, 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.”
An unrivalled experience
Formula 1 president and CEO Stefani Domenicali added: “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 the 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.”
Heineken has already announced new title partnerships of races in Brazil, Madrid, and Silverstone, and extensions for China and Las Vegas. Next year, the business will be offering another fan the chance to get their hands on a season ticket for them and a friend to experience every race next year via F1 Unlocked.
Heineken also recently announced a new global partnership with Premier Padel for its 0.0 variant, marking its debut in the fast-growing world of professional padel. From 2026, the alcohol-free beer will become the official Global Beer Partner of the tour.
In September, Heineken revealed it had installed a Heineken 0.0 draught at its 10,000th outlet in Europe, expanding its presence in the non-alcoholic beer category. Art the start of the year, the Dutch beer company unveiled a “solid” set of results for 2024 showing both “profit expansion” and growth.
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