Formula 1 and Heineken are officially extending and expanding their global partnership, representing nearly a decade of collaboration between one of the world's biggest motorsport organizations and one of the world’s best-known alcohol brands. The new multi-year partnership will officially begin in 2027, and it represents a significant development in how F1 interacts with its rapidly growing global audience.

From branding rights at iconic venues to brand-new fan-first activations, this partnership will redefine the race-weekend experience. Here is everything fans need to know as we begin this next chapter.

A Strong Partnership Gets Stronger

Heineken made its initial foray into Formula 1 in 2016, and since then, you couldn’t miss them at the Grand Prix events; it’s been trackside branding, interactive fan zones, 0.0 (zero-alcohol) promotions, and full-on entertainment as part and parcel of the F1 weekend.

With their expanded involvement, Heineken will now play an even bigger role. The renewed deal includes:

• Increased brand rights across worldwide circuits
  
  
• Naming rights for prominent Grand Prix events, including the Chinese, Las Vegas, and São Paulo Grand Prix
  
  
• Title sponsorship of the legendary Silverstone Grand Prix, along with the upcoming Madrid Grand Prix
  
  
• Increased platform for fan engagement, engagement activations, and brand activations around F1 hospitality

For fans, this means Heineken will be more visible and more active than ever before.

What Changes in 2027? Bigger Branding, Bigger Impact

The new agreement significantly grows Heineken’s on-site presence. That means more branded zones, more entertainment partnerships, and more immersive experiences throughout race weekends.

Grand Prix Naming Rights

Heineken will continue and expand its title sponsorship across major races. Notably:

• Formula 1 Heineken Chinese Grand Prix
  
  
• Formula 1 Heineken Las Vegas Grand Prix
  
  
• Formula 1 Heineken São Paulo Grand Prix
  
  
• Formula 1 Heineken Silverstone Grand Prix
  
  
• Formula 1 Heineken Madrid Grand Prix

With F1 rapidly expanding into new markets, especially in the US and Asia, having a strong brand partner helps ensure consistency across events while enhancing fan engagement worldwide.

A Major Push for Responsible Drinking

Heineken’s worldwide campaign, "When You Drive, Never Drink," remains one of the main pillars of their F1 partnership. However, in 2027, things will be even more powerful.

A big priority will be on Heineken 0.0, a zero-alcohol beer. Using the massive platform of Formula 1, Heineken aims to:

• Encourage responsible consumption
  
  
• Introduce zero-alcohol alternatives to a younger, global audience
  
  
• Reinforce its role as an advocate for safe enjoyment before, during, and after races
  
  

For F1, aligning with responsible drinking campaigns supports a positive, family-friendly image, especially as the sport continues drawing younger audiences.

New Fan Engagement Experiences

One of the most exciting parts of the deal is the expansion of Heineken’s fan-focused initiatives.

Enhanced Fan Zones

Expect larger, more interactive spaces with:

• AR/VR racing simulations
  
  
• Driver meet-and-greet experiences
  
  
• Music stages showcasing global and local artists
  
  
• Merch, giveaways, and branded racing challenges
  
  

Luxury Hospitality in the Paddock

Heineken will also play a bigger role in premium experiences inside the paddock. Fans with hospitality access can expect:

• Curated entertainment
  
  
• Premium food and beverage offerings
  
  
• More immersive behind-the-scenes content
  
  

Introducing F1’s First-Ever ‘Season Ticket’

To celebrate the renewed partnership, Heineken has launched something unprecedented in Formula 1:

A full-season pass to all 24 Grand Prix events.

The prize includes:

• Access to every race
  
  
• Travel and accommodation for two
  
  
• Exclusive fan experiences at each circuit
  
  

This “season ticket” is a massive fan engagement move, something rarely seen in global sports. It positions Heineken not just as a sponsor, but as a genuine facilitator of fan dreams.

The Star Fans Campaign: A New Era of F1 Entertainment

Heineken’s new Star Fans initiative aims to connect fans to F1 in more meaningful ways. This campaign blends:

• On-site interactive experiences
  
  
• Digital content
  
  
• Music, entertainment, and celebrity partnerships
  
  
• Enhanced marketing touchpoints across the season
  
  

The goal? Make every race weekend feel like a global festival.

What This Means for the Future of Formula 1

This partnership renewal shows how F1 is evolving far beyond racing. With Heineken as a long-term partner, the sport is betting big on:

• Global entertainment
  
  
• Festival-style fan experiences
  
  
• Responsible drinking advocacy
  
  
• Technological innovation in engagement
  
  
• Expanding F1's global brand through strategic sponsorship
  
  

As F1 continues its rise in markets like the United States, India, and Southeast Asia, a strong global partner like Heineken helps unify the fan experience across continents.

Summing Up

The extended Formula 1 × Heineken partnership marks a major milestone in modern sports branding. For fans, this means:

• More immersive race weekends
  
  
• More global entertainment
  
  
• New interactive experiences
  
  
• Responsible drinking initiatives with 0.0 at the forefront
  
  
• And the first-ever F1 season ticket prize
  
  

Heineken’s presence in Formula 1 is no longer just sponsorship, it’s part of the sport’s identity.