Heineken unites football F1 and music under new global sponsorship platform

In its announcement, Heineken said the platform is built on the idea that fandom can create social connection and marks the first time it has combined those sponsorship portfolios within a single global platform.The company said the rollout will continue during 2026 around key moments in the football, F1 and music calendar, including the UEFA Champions League final, the UEFA Women’s Champions League final, Coachella and Grand Prix weekends worldwide.Nabil Nasser, Global Head of Heineken Brand, said: “Fandom has an incredible ability to bring people together. Across football, F1 and music, we see how shared passions help people meet, connect and feel part of something bigger. "As a champion for social life Heineken’s new platform – Fans Have More Friends – is about turning those shared moments into real connections wherever they are in the world.”Heineken said the launch is being supported by a multi-channel campaign and a broader international rollout, with the first television advertising debuting in the United States before expansion into additional markets.For sponsorship strategy, the move gives Heineken a unified activation umbrella across multiple premium properties, allowing the brand to connect football, motorsport and live music audiences around one sociability-led message rather than running separate sponsorship narratives.