F1 and Heineken renew deal with sport’s first ‘season ticket’ — British fan handed all‑access pass to every 2025 race
Formula 1 has renewed and expanded its long-running partnership with Heineken, and it’s doing so with a headline-grabber: the sport’s first official “season ticket.”
As part of a new multi-year deal, F1 and Heineken will ramp up fan-focused activations around the world, with British fan Brandon Burgess named as the inaugural holder of the F1 season ticket. His prize? Access for two to all 24 grands prix in 2025, with travel and accommodation bundled in. For a supporter who set himself the challenge of attending every race this year on a £20,000 budget while juggling a full-time job, it’s the ultimate upgrade.
Crucially, this won’t be a one-off. The window will reopen next year for another fan to chase the golden ticket, suggesting the concept is being positioned as a recurring centrepiece of the partnership.
The overhauled deal also hands Heineken naming rights to three grands prix per season and introduces a new ‘Heineken Star Fans’ campaign — a content-led platform designed to celebrate the global fanbase with exclusive awards and competitions. In marketing-speak, it’s a bigger, louder fan funnel. In F1 terms, it’s another sign the series is leaning hard into supporter engagement well beyond the paddock fence.
“For nearly a decade Heineken has stood alongside Formula 1 with a shared passion for creating an unrivalled experience and spectacle for our fans,” said F1 president and CEO Stefano Domenicali. “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 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.”
There’s a practical side to the pageantry. With demand for tickets at a record high and prices rising in several markets, the season-ticket stunt offers a rare bit of open-access romance — a reminder that the sport still wants to be seen as attainable, even if most of us are watching from the sofa. Expect the ‘Star Fans’ programme to become the broader tentpole that pulls more people into the story, not just the one lucky winner.
“After almost a decade of creating unforgettable fan experiences together, I’m thrilled we will be extending and expanding our partnership with Formula 1,” added Dolf van den Brink, Heineken’s CEO and chairman of the executive board. “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. 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.”
Heineken’s branding has been a fixture trackside since 2016, and this refreshed agreement keeps the green star front and centre as F1’s travelling circus heads into a 24-stop 2025 campaign. More content, more competitions, more naming rights and—if you’re very lucky—a passport full of stamps and a seat at every race. Not a bad way to kick off a new era of the partnership.
