Heineken has extended its global sponsorship of F1 for multiple seasons, as the Dutch brewer stays in racing while reportedly planning an exit from soccer’s UEFA Champions League. The sides this morning said they had agreed to extend their contract after first aligning in 2016. Terms were not shared by F1, but global sponsorships with the series typically cost mid-eight figures annually at least. The company will continue to serve as title sponsor of grands prix in Las Vegas and China and newly entitled ones in Brazil, Spain and England. Fresh assets during the renewal period will include Heineken introducing a new “season ticket” contest where it will give one fan and a plus-one a pass to attend every grand prix that year, including travel and accommodation expenses paid. For ’26, it has already chosen a winner in a fan named Brandon Burgess, who has attended every race this season on his own and chronicled it on social media. Other elements of the renewal include getting Heineken involved at F1 Arcade locations worldwide, consumer promotions and social/digital content.
SILVER SURFER: In recent seasons, Heineken has used F1 to promote some of its brands, including a lighter lager called Heinken Silver and its non-alcoholic Heineken 0.0 product. Heineken Chairman & CEO Dolf van den Brink said in a statement: “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.” The Dutch-listed stock of Heineken is up 1.4% today, up 9% so far in 2025 but down 6.4% over the last year, according to CNBC Pro data. Multiple reports last week said Anheuser-Busch is in line to replace Heineken in the UEFA Champions League in 2027.
