Heineken has extended its global sponsorship agreement with Formula 1 while also securing three additional title partnerships.
The “multi-year” extension – specific details were not disclosed – applies to brand Heineken’s named sponsorship of the China and Las Vegas Grands Prix, while also adding the Brazilian, Spanish and British races. The renewed arrangement will focus on strengthening brand presence around the sport’s 24-race calendar, according to Heineken, and further promoting the 0.0 alcohol-free beer through responsible-drinking messaging.
Formula 1 has today announced the extension and expansion of its Global Partnership with @Heineken following nearly 10 years of collaboration between the two brands.
— F1 Media (@F1Media) November 5, 2025
For more information, read here: https://t.co/ip4gsM87nN pic.twitter.com/0gccZ0CTNc
Alongside the extension, the brewer has launched a ‘season ticket’ activation that will give one fan and guest access to every Grand Prix in the 2026 season, with travel and accommodation included. The company said the initiative forms part of a broader push to integrate on-site fan zones, digital campaigns and event partnerships under Heineken 0.0.
Heineken first partnered with Formula 1 nine years ago and has since become one of the sport’s key beverage sponsors alongside Coca-Cola and AB InBev.
Late last month, the Amsterdam-headquartered company announced it will end its long-standing sponsorship of the UEFA Champions League in August 2027, following a “strategic” review of its sponsorship portfolio. The news followed the commencement of exclusive discussions between UEFA’s commercial arm and AB InBev, confirmed by the two parties a day earlier.
