Heineken has launched the world’s first-ever Formula 1 season ticket, marking a new milestone in its ten-year partnership with the global motorsport brand. The move celebrates an extended and expanded sponsorship deal that will see the beer giant continue to redefine the F1 fan experience across the world.
Heineken confirmed it will resume the Title Partnership of the local Grand Prix starting in 2027. The expanded partnership further cements Heineken’s connection with F1’s passionate and fast-growing global fanbase, while creating fresh opportunities for fan engagement at races worldwide.
The Heineken season ticket, a first of its kind, will give its holders and a companion all-expenses-paid access to every Grand Prix on the F1 calendar. The package includes travel and accommodation for 24 races across 24 cities, offering fans 24 unique opportunities to connect and celebrate over a cold Heineken.
Heineken said the initiative reinforces its commitment to fostering social connections among fans. The first ticket has been awarded to Brandon Burgess, an F1 super fan recognised for his extraordinary dedication and passion for the sport.
“F1 has some of the most dedicated fans in the world, and the energy they bring, whether they are at the circuit or supporting from home, is a huge part of what makes this sport so special. What Brandon has done this season is incredible. He has shown real commitment to the sport and the community around it. It is 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,” the company said.
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Burgess made headlines this year after attempting to attend every single race on the 2025 calendar while maintaining a full-time job. His story quickly captivated the attention of fans, media outlets and Heineken itself.
“Attending every F1 race in a single year has always been my dream. It’s been a crazy challenge juggling my full-time job and being on a limited budget meant that I’ve had to make some sacrifices, such as only visiting some countries for 24 hours and attending races alone. But it has enabled me to connect with fans all over the world many of whom I still chat to. I never thought that when I started documenting my journey at the beginning of the year, so many people would be following along. And now to be recognised by a brand like Heineken and be the holder of the world’s first season ticket for F1 races is absolutely mind-blowing. It’s the opportunity of a lifetime, and I can’t wait to take this journey even further next year and share the experience with other fans,” said Burgess.
Research commissioned by Heineken shows that 67 percent of F1 fans believe the sport has the power to bring people together instantly, and 84 percent agree that nothing compares to experiencing a race in person surrounded by fellow fans.
Heineken’s renewed partnership with F1 includes new Title Partnerships for races in Brazil, Madrid, and Silverstone, as well as extended deals in China and Las Vegas.
“After almost a decade of creating unforgettable fan experiences together, I’m thrilled we will be extending and expanding our partnership with Formula 1. 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,” said Dolf van den Brink, Chairman of the Executive Board and CEO of Heineken.
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. We can’t wait to deliver more fan-first activations, shared experiences, and showcase the incredible energy that surrounds F1®, both on and off the track all with a cold Heineken (0.0) beer in hand.”
Formula 1 President and CEO Stefano Domenicali praised the extended collaboration, noting Heineken’s innovative approach to fan engagement.
“For nearly a decade, Heineken has stood alongside Formula 1 with a shared passion for creating an unrivalled experience and spectacle for our fans. I want to thank the Heineken family, Dolf and his team for their continued support, and I am delighted that our partnership will bring even more excitement to spectators both at and away from the track for many years to come. In motorsport, innovation is in our DNA, so I’m thrilled that Heineken continues to push the boundaries of engaging fans and taking them even closer to the action,” said Domenicali.
