Motor racing’s Formula 1 has today (5 November) announced an extension to its long-standing sponsorship deal with Heineken.
The new contract, starting in 2027, will continue to prioritise the promotion of the brewer’s zero-alcohol product, 0.0, as it has done since its last renewal in 2023. The deal will cover trackside branding, Paddock Club hospitality and co-branded products across each season.
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Heineken will continue to sponsor on-track F1 Fanzones, as well as F1 Arcades worldwide.
As part of the renewal, Heineken has also launched the sport’s first season ticket, a card that gives the holder and a plus-one access to every race around the world for the 2026 season.
Heineken chief executive Dolf van den Brink said: “After almost a decade of creating unforgettable fan experiences together, I’m thrilled we will be extending and expanding our partnership with F1.
“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.”
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By GlobalDataHeineken has been a global sponsor of F1 since 2016, months before media giant Liberty Media bought the league for $4.4bn. Since then, F1’s fan base has doubled from around 400 million global viewers to 827 million, according to F1.
The demographics of the league’s fan base have also changed, with 43% of fans under the age of 35, with women now accounting for 42%, up from 37% in 2018.
F1 president and chief executive Stefano Domenicali said: “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.”
The renewal comes shortly after it was announced that Heineken is set to lose one of its high-profile sports sponsorships in 2027. Rival brewer Anheuser-Busch InBev is to replace Heineken as the global partner for the next cycle of men’s UEFA club soccer competitions.
Heineken has been UEFA’s beer sponsor for its array of club competitions since the early 1990s. The last renewal between those two parties was unveiled in September 2023 and has been reported as worth $128m per year.
At the time, Heineken said: “We’ve made the strategic choice to focus our sponsorships on platforms where spend is proportionate to value creation, ensuring return on investment.
“It has been a great ride, and in the spirit of our pioneering mindset and continuing to build meaningfulness and difference for our brands, we are proud to be investing in the future.”
Heineken is still a sponsor of the UEFA Women’s Champions League as part of a deal running through the 2025-30 commercial cycle.
