The Game Brings Us Together
Across teams, cities, and cultures, football connects us all. As a UEFA Champions League partner, Heineken brings fans together in moments that turn into friendships through the beauty of the game.
Sponsorships
"We don't just sell beer, we sell fun". When the big boss tells you to do something, you do it. So we added a little fun to the refreshment. The thrill of a UEFA Champions League match kick-off. The adrenaline of a Formula 1™ chequered flag. The world’s most famous secret agent doing his thing. You bring you. We’ll bring the refreshment and a little entertainment to go with it.
Heineken® x Formula 1®
Since 2016, Heineken® has proudly partnered with Formula 1® to celebrate passion, progress, and performance on and off the track. What began as a partnership with Heineken® 0.0 to promote responsible enjoyment has evolved into a global celebration of the F1® lifestyle, blending racing culture with music, fashion, and unforgettable fan experiences.
Heineken® has always believed in bringing the world together, and this year, South Africa joined the action at full throttle.
With our Special Edition Track Bottle Collection, South African fans take the driver’s seat of the global Formula 1® experience. Each design celebrates one of six legendary circuits from Canada to Spain, the Netherlands to Brazil, Great Britain to Italy, capturing the energy, speed, and sophistication that define the sport.
Because A Lap Around the World isn’t just about the race, it’s about the fans, the fashion, the fame, and the feeling that unite us all. Heineken® brings South Africa closer to the heart of the action, even without a track of our own — yet.
So whether you’re watching from the stands, the streets, or your favourite local, raise a Heineken ® and feel the rush, because with us, every sip is a victory lap.
Heineken® x UEFA Champions League
Since 2005, Heineken® has brought fans together through the world’s most prestigious football competition, enjoyed by over 4.2 billion people globally.
In 2024, we took fandom further. Our Cheers to the real hardcore fans campaign celebrated the fans who live, breathe, and cheer for the love of the game. By spotlighting these fans, we challenged the old stereotypes of football supporters and showed what true connection looks like.
In 2025, we noticed that many fans were forced to watch UEFA matches alone on their phones, with rising costs keeping them from bigger screens. To fight isolation, Heineken’s greatest enemy, we created the Social Screen. By syncing hundreds of phones together in real time, we turned small, personal devices into one massive, shared screen.
What started as individual viewing became a social spectacle, proving that football is always better when watched together.
