HEINEKEN is asking Serena Williams’ biggest fans to pull old US Open tickets from drawers and scrapbooks for a chance to return to the tournament.
LePub NY's "Second Serve Tickets" asks fans to submit a photo of a ticket from any of Williams’ past US Open appearances.
Entrants also write out the memory behind the ticket for a chance to sit in the Heineken Suite at Arthur Ashe Stadium.
"It’s an incredible concept that celebrates the fans who were right there with me," Williams said in a press release.
Entries close on August 16, and the contest is open to U.S. residents 21 and older.
The campaign arrived on the same day the Cincinnati Open confirmed that Williams will play doubles there with sister Venus when the tournament opens on August 11.
View this post on Instagram
Serena's US Open entry is still unconfirmed, four years after her last appearance at Flushing Meadows.
A knee injury cut short her Wimbledon comeback in June, and coach Rennae Stubbs said a US Open run depends on her recovery.
Heineken 0.0's activation extends the brand’s "Fans Have More Friends" platform.
Building the platform on fandom lets Heineken sponsor an audience, which keeps the brand partnership steady while Serena's schedule stays uncertain.
Old Ticket Stubs Double as Contest Entries
"Second Serve Tickets" starts with the memorabilia that many longtime sports fans already have.
Heineken will pick winners on the strength of the story that each entrant submits.
View this post on Instagram
Maggie Timoney, CEO of Heineken USA, pointed to Serena's record of pulling tennis crowds together.
"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," Timoney added.
The creative includes a new campaign video that combines archival footage of Serena with animation inspired by artwork from past US Opens.
Limited-edition Heineken 0.0 cans will also feature package designs based on tickets from her six US Open championship wins.
The cans will be available exclusively at the 2026 US Open starting August 24, while supplies last.
Heineken now owns a piece of tennis memorabilia that connects its sponsorship marketing to something fans already keep at home.
The can works as a second artifact, which stretches the campaign past the tournament run.
Fan Research Backs the Strategy
Heineken’s "Fans Have More Friends" platform treats fandom as a shortcut to social connection.
Research commissioned by the brand found that 75% of fans say their fandom has helped them meet new people.
The stat gives Heineken a behavioral case for putting shared interests at the center of its marketing strategy.
Serena adds recognition to this approach as Heineken 0.0's global ambassador.
She has won 23 Grand Slam singles titles, including six US Open championships, which anchors the activation to one tournament and one specific run of tennis history.
The campaign points to three practical lessons for brands looking to turn fan loyalty into participation.
- Fandom can create social value. Brands should give fans reasons to meet and participate together to turn shared interests into real-world interaction.
- Specific memories make campaigns more personal. Marketers should ask audiences to contribute meaningful artifacts to make participation feel earned.
- Existing demand can strengthen sponsorship relevance. Brands should connect products with events where there is interest to reinforce purchase intent.
Contests like this one hand brands a first-party record of what fans remember, and that data outlasts the sponsorship activation itself.
Our Take: Can Heineken 0.0 Own the Social Occasion?
Heineken's sell-out claim at the US Open comes from its brand, and no independent source has confirmed it.
We think Heineken 0.0 can own the social occasion inside Flushing Meadows and almost nowhere else yet.
The campaign runs on Serena, whose entry still depends on the knee that ended her Wimbledon run in June.
Athletic Brewing, the top-selling non-alcoholic beer in the U.S., spread its sponsorships across Arsenal, Ironman, and marathon finish
lines, to name a few.
This strategy gives it a reason to show up all year.
Heineken 0.0 needs the same daily footing, or the suite and the collectible cans stay a two-week story.
The beer brand is already testing the everyday version of this idea at the dinner table.
Its OpenTable partnership gives diners a way to nominate designated drivers and access SafeRides.org vouchers before they arrive at the restaurant.
Experiential campaigns can turn sponsorship rights into participatory brand experiences.
Explore these top experiential marketing agencies that give audiences a reason to engage.
