MUMBAI: When beer meets the roar of engines, magic happens. Formula 1 and Heineken have renewed and expanded their global partnership, continuing a nearly decade-long collaboration that’s been as smooth as a perfectly poured pint.
First teaming up in 2016, the partnership has delivered unforgettable fan moments both on and off the track, from high-octane hospitality experiences to Heineken’s signature pop-up bars. Now, the new multi-year deal takes the alliance into overdrive with fresh activations, bold fan engagement, and a unique twist for motorsport lovers.
The F1 fan zone, now presented by Heineken 0.0, will bring immersive experiences to race weekends, alongside vivid branding and innovative in-person installations. The brewer will also enjoy naming rights for three Grands Prix each season.
Adding an extra shot of excitement, Heineken has launched the ‘Star Fans’ campaign, celebrating the most passionate F1 supporters through exclusive online content, competitions, and awards. But the real showstopper is the world’s first F1 season ticket, a carbon fibre-crafted pass that grants one lucky fan and a friend access to every race on the calendar, complete with travel and accommodation.
Formula 1 president and CEO Stefano Domenicali hailed the partnership, saying, “Heineken has stood alongside Formula 1 for nearly a decade with a shared passion for delivering an unrivalled spectacle. Together, we’ll continue to push boundaries and bring fans closer to the action.”
Echoing the excitement, Heineken CEO and chairman Dolf van den Brink added, “This partnership is about more than sponsorship. It’s about connecting fans, creating experiences, and celebrating the incredible energy of F1 – all with a cold Heineken 0.0 in hand.”
As the two global powerhouses toast to their next chapter, one thing’s clear, this partnership is still firmly on pole position.
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