Heineken revives Serena ticket campaign

The initiative forms part of the brand's Fans Have More Friends campaign and coincides with the 2026 US Open.

Heineken is launching a fan campaign that gives longtime Serena Williams supporters the opportunity to return to the US Open by submitting tickets from the tennis star's previous appearances at the tournament. The initiative forms part of the brand's Fans Have More Friends campaign and coincides with the 2026 US Open.

Called Second Serve Tickets, the campaign invites fans to upload a photo of a ticket from any Serena Williams US Open match, along with a personal memory connected to it, via heineken.com/secondservetickets. Selected entrants will receive access to the Heineken Suite at Arthur Ashe Stadium during the 2026 US Open, turning past match tickets into invitations for a fresh tournament experience.

Campaign celebrates longtime tennis fans

Serena Williams, Heineken 0.0 Global Ambassador: "Looking back at my career, some of my favorite memories happened on the courts at the US Open. Reflecting on those moments this year has reminded me what made those wins truly unforgettable: the energy of the fans cheering me on from the stands. That's why I'm so thrilled to partner with Heineken 0.0 for Second Serve Tickets. It's an incredible concept that celebrates the fans who were right there with me, giving them a place to come together, share their own stories, and build new friendships."

During the 2026 US Open, visitors will also be able to purchase limited-edition Heineken 0.0 cans featuring ticket-inspired designs based on Serena Williams' six US Open championship victories. The cans will be available exclusively at the tournament from August 24, while supplies last, alongside the wider Heineken portfolio.

Limited-edition cans mark championship wins

Maggie Timoney, Chief Executive Officer, HEINEKEN USA: "At HEINEKEN, we believe shared fandom sparks new connections. Serena Williams has brought some of the most passionate sports fans together year after year to celebrate greatness, connection and the joy of the game. That is why we are thrilled to partner with her and recognize her fans that have been there from the beginning. With the continued demand for non-alcoholic options, we are proud that Heineken® 0.0 is at the center of the action offering a premium, no-compromise option to stay refreshed throughout every moment of the US Open."

Heineken said demand for Heineken 0.0 at the US Open has increased over the past two years, with the product selling out during the tournament. The company positions the alcohol-free beer as an option for fans looking to enjoy the event while choosing a non-alcoholic beverage.

www.theheinekencompany.com

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