Heineken®—the internationally renowned brand built on creating a more refreshing social life — is bringing a completely new approach to fan connection this summer. Whether it be music, movies or sport — only the biggest fans keep their old tickets as mementos. Now, Heineken is bringing 23-time Grand Slam champion and Heineken 0.0 Global Ambassador Serena Williams’ biggest fans together by re-activating her past tickets for this year’s US Open.
As an extension of Heineken’s Fans Have More Friends campaign and in partnership with the tennis icon, Second Serve Tickets revives tickets from any of Williams’ past US Open tournaments for a chance to score a seat in the exclusive Heineken Suite at Arthur Ashe Stadium at the 2026 US Open. To enter, fans simply submit a photo of their old ticket stub alongside a personal memory behind it at heineken.com/secondservetickets. The most passionate fans will be invited to return to the stadium — turning a piece of tennis history into a new US Open experience, and giving these tennis fans the unique opportunity to connect over a beer. Fans who don’t have a historic Serena match ticket but still want to be part of the Serena-fueled action can visit @heineken_us for more information on a chance to win tickets.
“Looking back at my career, some of my favorite memories happened on the courts at the US Open. Reflecting on those moments this year has reminded me what made those wins truly unforgettable: the energy of the fans cheering me on from the stands,” said Serena Williams, Heineken 0.0 Global Ambassador. “That’s why I’m so thrilled to partner with Heineken 0.0 for Second Serve Tickets. It’s an incredible concept that celebrates the fans who were right there with me, giving them a place to come together, share their own stories, and build new friendships.”
“At HEINEKEN, we believe shared fandom sparks new connections. Serena Williams has brought some of the most passionate sports fans together year after year to celebrate greatness, connection and the joy of the game. That is why we are thrilled to partner with her and recognize her fans that have been there from the beginning,” said Maggie Timoney, Chief Executive Officer of HEINEKEN USA. “With the continued demand for non-alcoholic options, we are proud that Heineken® 0.0 is at the center of the action offering a premium, no-compromise option to stay refreshed throughout every moment of the US Open.”
“Whether it’s a concert, a movie premiere, or a match at Arthur Ashe – only the biggest fans hold onto their old tickets,” said Jim Curtis, Chief Creative Officer, LePub NY. “Those tickets have remained mementos pinned to a wall or tucked safely in a drawer, until now. Heineken is reactivating them. This is a simple, yet powerful way of bringing only the most passionate fans together at this year’s US Open.”
The creative supporting the launch is grounded in real archival material. The launch film from LePub NYand produced in partnership with byDolsten & Co pairs archival footage of Serena’s most iconic US Open moments with illustrations of the real ticket artwork from those matches. Limited-edition Heineken 0.0 cans available exclusively at this year’s US Open are directly inspired by the tickets from her six US Open championship wins, designed around the real memories and events that fans held onto.
As the pioneer of the non-alcoholic beer category, Heineken 0.0 keeps proving that a balanced, mindful lifestyle that leans into moderation doesn’t have to mean a boring social life. In the past two years alone Heineken 0.0’s popularity at the US Open has skyrocketed, having generated sell-out status through the tournament. It’s a refreshing, no-compromise choice for tennis fans — making it easier than ever to enjoy a full day of high-stakes matches and keep the social energy flowing without missing a moment.
Heineken’s global sponsorship platform, Friends Have More Friends, is built upon the belief that fandom is one of the quickest ways to spark a connection between strangers. Rooted in Heineken’s long-standing belief in the importance of sociability, research commissioned by Heineken shows that 75% of fans say their fandom has helped them meet new people, making it one of the fastest ways to create bonds. Heineken continuously brings together its sponsorships across football, US Open, Formula 1 and music festivals, using fandom as both the social catalyst and a way to elevate social experiences in a world that can feel increasingly lonely.
