Formula 1 has announced an expanded multi-year global partnership with Heineken, marking nearly a decade of collaboration between the two iconic brands. Since joining forces in 2016, Heineken® has played a pivotal role in enhancing fan experiences both on and off the track through immersive activations, pop-up bars, and premium hospitality events.

As part of the renewed agreement, Heineken 0.0 will take over title sponsorship of the F1 Fan Zone, introducing new on-ground experiences and bold branding at every race weekend. Additionally, Heineken® will secure naming rights for three Grands Prix each season.

The brand will also debut the “Heineken Star Fans” campaign – a digital initiative celebrating F1’s most passionate fans through online content, dedicated features on F1.com, fan awards, and exclusive competitions. In a world-first, Heineken® will launch an F1 Season Ticket, granting one fan and a companion access to every Grand Prix of the year, complete with travel and accommodation. The inaugural ticket holder, Brandon Burgess, gained fame for attending every race in 2025 on a budget while maintaining a full-time job.

Both brands reaffirm their commitment to responsible consumption through continued promotion of Heineken 0.0, while maintaining strong trackside visibility, Paddock Club hospitality, and co-branded experiences.

Stefano Domenicali, President & CEO of Formula 1, praised Heineken’s dedication to innovation and fan engagement, while Dolf van den Brink, CEO of Heineken, said the renewed partnership reflects a shared goal: connecting global fans through unforgettable experiences – “always with a cold Heineken (0.0) in hand.”