Heineken Renews Partnership with the F1 and Launches Motorsports First Season Ticket

Summary:

• Heineken renews its Formula 1 partnership in a new multi-brand deal, resuming Title Partnership of the São Paulo Grand Prix from 2027.
• The collaboration launches the world’s first F1 season ticket, giving fans access to all 24 races with travel and accommodation included.
• F1 superfan Brandon Burgess receives the first ticket, with another fan set to win the next one via F1® Unlocked next year.

Since 2016, Heineken has been a proud sponsor of Formula 1, delivering a range of side-track brand initiatives from TV adverts to bespoke fan experiences. Today, in São Paulo – where Heineken will resume Title Partnership of the local Grand Prix from 2027 – it was announced that the pair have renewed their collaboration in a new multi-brand deal.

The renewed partnership also introduces the world’s first-ever season ticket for motorsport. Heineken®’s exclusive season ticket will grant lucky holders – and a plus one – access to every race on the calendar, with travel and accommodation included. As the press release puts it: “That’s 24 Grands Prix, across 24 cities, and 24 opportunities to bring fans together over a beer.”

The ticket is a direct celebration of Heineken’s ongoing commitment of bringing fans closer to the action, both on and off the track. Fittingly, the first recipient of the ticket is F1 superfan Brandon Burgess.

Burgess made headlines recently for his self-made mission to attend every race in the 2025 season. To achieve it, he used his annual leave from his full-time job and stuck to a strict budget – sometimes traveling solo and staying in the race country for only 24 hours to make it possible. Despite the challenges, Burgess connected with fans around the world and shared his journey online. In other words, he was effortlessly embodying Heineken’s mission of celebrating the sport through connection, community, and shared experiences rather than trophies alone.

Max Verstappen personally presented the ticket to Burgess, saying: “What Brandon has done this season is incredible. He has shown real commitment to the sport and the community around it. It’s only right that he receives the first-ever season ticket from Heineken® so he can continue sharing his passion and enjoy the sport with as many different people as possible.”

Next year, Heineken will offer another fan the chance to win the season ticket via F1® Unlocked. More information will be available on Heineken® and F1®’s social channels.

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