Heineken extends global partnership with Formula 1

Heineken has extended its global partnership with Formula 1 through a new multi-year agreement, reinforcing its long-standing association with the sport and its commitment to enhancing fan engagement on and off the track.

As part of the renewed deal, Heineken has been announced as the new title sponsor of the Formula 1 Grande Prêmio de São Paulo from 2027, along with key race partnerships, including the newly launched Madrid Grand Prix and the historic Silverstone race. The brand has also extended its title sponsorship of the Formula 1 Chinese and Las Vegas Grands Prix.

To commemorate the renewed partnership, Heineken has introduced the world’s first F1 season ticket, offering the inaugural holder and a companion access to every race on the Formula 1 calendar. The pass covers 24 Grand Prix races across 24 cities, including travel and accommodation, transforming what has traditionally been a distant dream for fans into a tangible experience. Crafted from carbon fibre and precision-engineered rivets, the ticket is designed to embody speed, craftsmanship and global connection.

The first recipient is Brandon Burgess, who gained worldwide attention for attempting to attend every F1 race in 2025 while managing a full-time job on a budget. A second season ticket will be awarded through a global competition next year.

Heineken will also expand its fan-centric experiences through initiatives such as the F1Fan Zone presented by Heineken 0.0, offering interactive spaces for fans to connect and celebrate. Beyond race venues, the company will amplify the excitement worldwide through a new partnership with F1 arcade, alongside digital promotions and social media activations spotlighting fan culture.

As part of its responsible-drinking commitment, Heineken will continue using F1’s global platform to promote Heineken 0.0 and messaging around responsible consumption.

Vikram Bahl, Chief Marketing Officer at United Breweries Ltd., part of the Heineken Company said, "F1 has always united people through the thrill of competition and shared passion. Through our partnerships, we’re creating unforgettable experiences for fans around the world, celebrating the excitement, energy and connections that make the sport truly special. In India, with the sport’s fandom growing rapidly, we’re bringing enthusiasts together through immersive screenings, engaging digital content and vibrant fan parks that celebrate passion and community. At the same time, we believe great experiences go hand-in-hand with responsibility. Our goal is to shape the culture of F1 in India with world-class, inclusive and responsible fan experiences."

Stefano Domenicali, President & CEO of Formula 1, welcomed the extension, saying Heineken has spent nearly a decade helping deliver an “unrivalled experience and spectacle” for fans worldwide.