Formula One and Heineken extend and expand partnership

Formula One has announced a multi-year extension and expansion of its long-standing partnership with Dutch beer giant Heineken.

As per the new agreement, the F1 Fan Zone — presented by Heineken 0.0 — will feature in-person installations and vivid branding every race weekend. Heineken will also hold the naming rights for three Grands Prix every year.

Heineken is also set to launch the “Heineken® Star Fans” campaign “to celebrate the best fans across the season through an online content series, dedicated pages on F1.com, awards, and exclusive competitions.”

Additionally, the two parties will launch the F1 Season Ticket and give one of those away. This ticket will entail “access to every Grand Prix on the calendar with travel and accommodation included.”

Furthermore, through its non-alcoholic offering (Heineken 0.0), Heineken will continue raising awareness regarding responsible alcohol consumption. Trackside branding, Paddock Club hospitality, and co-branded products are also part of the agreement.

Heineken has been part of the F1 sponsorship portfolio since 2016.

Stefano Domenicali, President & CEO of Formula One, commented:

“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 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.”

Dolf van den Brink, CEO & Chairman of the Executive Board at Heineken, added:

“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 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.”