Formula 1 announced Tuesday an ambitious expansion of its decade-long alliance with Heineken, injecting fresh energy into fan engagement with naming rights for select races, enhanced trackside experiences, and the launch of motorsport’s first-ever “Season Ticket” granting all-access travel to every Grand Prix.
–by Mark Cipolloni–
The multi-year renewal, unveiled today, builds on a partnership that kicked off in 2016 and has evolved from simple sponsorship to a cornerstone of F1’s global outreach. Heineken, the Dutch brewing giant, has long amplified the sport’s spectacle through pop-up bars, paddock hospitality, and zero-alcohol promotions, but this deal cranks up the volume on direct fan interaction.
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Under the new terms, the F1 Fan Zone—long a hub for off-track entertainment—will fly the flag of Heineken 0.0, the brand’s non-alcoholic beer, complete with upgraded installations and bold branding at every race weekend. Heineken also snags naming rights for three Grands Prix annually, putting its logo front and center on the sport’s marquee events.
Perhaps the headline-grabber is the “Heineken Star Fans” campaign, a year-round spotlight on the most passionate supporters. It will roll out via online videos, dedicated F1.com features, fan-voted awards, and exclusive giveaways, aiming to turn armchair enthusiasts into celebrated stars.
But the crown jewel? That carbon-fiber Season Ticket, engineered with precision rivets to evoke F1’s high-tech ethos. It dangles the ultimate dream: complimentary flights, hotels and entry to all 24 races for one lucky winner and a guest. The inaugural recipient is Brandon Burgess, the American fan who went viral last year for his shoestring quest to hit every 2025 Grand Prix while holding down a day job. Next season, another devotee will snag it through F1’s Unlocked loyalty program.
“This new chapter is about more than sponsorship—it’s about connecting with fans, creating unique experiences and celebrating the global F1 fandom,” Heineken CEO Dolf van den Brink said in a statement. He teased “more fan-first activations” and “shared experiences,” all washed down with a “cold Heineken (0.0) beer in hand.”
F1 President and CEO Stefano Domenicali hailed the brewers as kindred spirits in spectacle-making. “For nearly a decade, Heineken has stood alongside Formula 1 with a shared passion for creating an unrivaled experience,” he said. “I’m thrilled that our partnership will bring even more excitement to spectators both at and away from track for many years to come.”
The deal underscores F1’s push to broaden its appeal amid surging U.S. popularity and Netflix-fueled growth, while Heineken doubles down on responsible drinking messages. Expect continued trackside signage, Paddock Club perks and co-branded merch, with a spotlight on the 0.0 line to keep the party going—sans the buzz.
As engines rev for 2026, this pact signals F1’s bet on superfans like Burgess to fuel its next lap: not just faster cars, but deeper bonds.