Heineken deepens F1 ties with global fan experience

Heineken has unveiled the world’s first season ticket for Formula 1, marking the expansion of its long-standing partnership with the sport.

Announced in São Paulo, where Heineken will resume title sponsorship of the Brazilian Grand Prix from 2027, the initiative celebrates a decade of collaboration and reflects the brand’s commitment to deepening fan engagement worldwide.

The Heineken season ticket grants its holder and a guest access to all 24 races on the calendar, including travel and accommodation. More than just a pass, it represents a celebration of connection and shared experiences—core values that have guided Heineken’s involvement in the sport.

A tribute to fan passion and connection

The first recipient of the Heineken F1 season ticket is Brandon Burgess, an F1 fan who captured attention across media and social channels by attempting to attend every race in 2025 while maintaining a full-time job. His story, which has inspired fans globally, aligns with Heineken’s aim to bring people together through their shared passion for the sport.

Max Verstappen, current Formula 1 World Champion and Heineken 0.0 ambassador: "F1 has some of the most dedicated fans in the world, and the energy they bring, whether they are at the circuit or supporting from home, is a huge part of what makes this sport so special. 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."

Brandon Burgess, F1 super fan: "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. 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."

Expanding a global partnership

Following nearly a decade of collaboration, Heineken and Formula 1 have extended their partnership through a multi-year deal. The renewed agreement includes new title partnerships for races in Brazil, Madrid, and Silverstone, alongside extensions in China and Las Vegas.

Dolf van den Brink, Chairman of the Executive Board and CEO, Heineken: "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 and showcase the incredible energy that surrounds F1, both on and off the track."

Creating shared experiences on and off the track

Through the renewed partnership, Heineken and Formula 1 will continue to bring fans closer to the sport via Fanzones presented by Heineken 0.0, activations at F1 Arcades, race screenings, and digital engagement throughout the year. Heineken will also use F1’s global platform to promote responsible consumption, featuring its zero-alcohol product, Heineken 0.0.

Stefano Domenicali, President and CEO, Formula 1: "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 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, and Heineken continues to push the boundaries of engaging fans and taking them even closer to the action."

Heineken will offer another fan the chance to win the exclusive season ticket in 2026 through F1 Unlocked, continuing its mission to connect fans around the world through unforgettable racing experiences.

www.theheinekencompany.com

www.formula1.com

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