To celebrate the extension of its Global Partner status with Formula 1, Heineken has launched the sport’s first-ever season ticket – a one-off pass granting access to every race on next year’s calendar.
Having first partnered with F1 in 2016, Heineken now sits among the sport’s top-tier global sponsors, alongside the likes of LVMH, Aramco and DHL.
A new multi-year extension was confirmed on Wednesday ahead of the MSC Cruise Sao Paulo Grand Prix, with title sponsorship of the event now set to switch to Heineken from 2027.
The British Grand Prix and the new Spanish Grand Prix in Madrid will also see their naming rights move to the Dutch beer brand, while Heineken retains its existing title deals in China and Las Vegas.
The most eye-catching element of the announcement, however, was the introduction of an F1 season ticket – offering a fan and their guest access to all 24 rounds of the world championship.
Awarded to one fan a year, the inaugural season ticket has been given to Brandon Burgess, whose viral social media challenge to attend every race of the 2025 campaign on a £20,000 budget – and just 28 days of annual leave – captured the imagination of fans worldwide.
The carbon fibre ticket, presented to Burgess by reigning F1 world champion and Heineken 0.0 ambassador Max Verstappen, is the first of its kind.
“After almost a decade of creating unforgettable fan experiences together, I’m thrilled we will be extending and expanding our partnership with Formula 1,” said Dolf van den Brink, Chief Operating Officer and Chairman of the Executive Board at Heineken.
“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.”
