Formula 1 has announced the renewal and expansion of its partnership with Heineken, the iconic Dutch beer brand that has been associated with the sport since 2016. That year marked a memorable milestone for both F1 and Heineken, as Max Verstappen achieved his first career victory driving the Red Bull at the Spanish Grand Prix in Barcelona. The renewed partnership will see Heineken continue as the title sponsor for three Grand Prix events and introduce innovative fan-focused initiatives.
One of the standout features of the collaboration is the launch of a season pass that gives one lucky fan—and a guest—access to all the races on the calendar, including travel and accommodation. This exceptional prize will be the centerpiece of the ‘Heineken Star Fans’ campaign, designed to celebrate the most passionate F1 fans of the season through exclusive online content, dedicated pages on F1.com, competitions, and other special rewards.
Stefano Domenicali, CEO of Formula 1, highlighted the value of the partnership: “For nearly a decade, Heineken has supported Formula 1 with the same passion for creating an unparalleled experience and spectacle for our fans. I would like to thank the Heineken family, Dolf, and his team for their continued support. I am thrilled that our partnership will bring even more excitement to fans both on and off the track for many years to come. Innovation is in our motorsport DNA, and I am excited that Heineken continues to push boundaries to engage fans and bring them closer to the action.”
Dolf van den Brink, CEO and Chairman of Heineken, also shared his excitement: “After nearly ten years of creating unforgettable experiences for fans together, I am delighted to announce that we are extending and expanding our partnership with Formula 1. This new chapter goes beyond traditional sponsorship—it is about connecting with fans, creating unique experiences, and celebrating the global F1 community. To mark the renewal, we are proud to launch the first-ever season pass in the sport, giving one fan and a friend the opportunity to attend every race of the season: a truly once-in-a-lifetime adventure. We look forward to delivering more fan-focused initiatives, shared experiences, and showcasing the incredible energy surrounding F1, both on and off the track, all while enjoying a fresh Heineken (0.0) in hand.”
The ongoing collaboration reinforces F1’s commitment to fan engagement and experiential initiatives, combining world-class racing with innovative ways to bring the sport closer to its global audience.
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