Heineken 0.0 has teamed up with Serena Williams for the U.S. Open through a “Second Serve Tickets” program, offering fans a chance to win seats in the brand's exclusive suite at Arthur Ashe Stadium. To enter, fans must submit a photo of a ticket stub from any of Williams' past U.S. Open matches, along with a personal memory associated with it. This initiative is part of Heineken's broader “Fans Have More Friends” campaign, which aims to foster connections among sports enthusiasts. Serena Williams, a global ambassador for Heineken 0.0, expressed excitement about celebrating fans who have supported her throughout her career.
In addition to the contest, Heineken 0.0 will release limited-edition cans featuring designs inspired by Williams' six U.S. Open championship tickets. These collectible cans will be available exclusively at the U.S. Open starting August 24. The partnership highlights Heineken's commitment to the non-alcoholic beverage market, with Heineken 0.0 being a prominent offering at the tournament, catering to the growing demand for alcohol-free options. The brand has noted a significant increase in the popularity of Heineken 0.0 at the U.S. Open in recent years.
Heineken USA CEO Maggie Timoney emphasized that the partnership with Williams is about recognizing the passionate fans who have consistently supported her and the sport. The “Fans Have More Friends” platform, launched earlier this year, is built on the belief that shared fandom is a powerful catalyst for social connection, with research indicating that 75% of fans believe their fandom has helped them meet new people. The campaign seeks to turn shared interests into real-world interactions and elevate social experiences. The activation, however, has been noted by some as potentially sensitive given that Serena Williams' entry into the U.S. Open was unconfirmed at the time of the announcement, dependent on her recovery from a knee injury.
