Heineken Brings Serena Williams Fans Back to US Open Through ‘Second Serve Tickets’ Campaign

Heineken Brings Serena Williams Fans Back to US Open Through ‘Second Serve Tickets’ Campaign

August 4, 2026
By Mintesinot Nigussie

Heineken is launching a new fan engagement campaign that will give Serena Williams supporters an opportunity to revisit past US Open memories by transforming old ticket stubs into chances to attend the 2026 tournament. The initiative, called Second Serve Tickets, will allow fans who attended any of Williams’ previous US Open appearances to submit photos of their old ticket stubs and share personal memories connected to those moments for a chance to win access to the Heineken Suite at Arthur Ashe Stadium during the 2026 US Open.

The campaign is part of Heineken’s Fans Have More Friends platform and is being launched in partnership with Williams, a 23-time Grand Slam champion and Heineken 0.0 global ambassador. “Looking back at my career, some of my favorite memories happened on the courts at the US Open,” Williams said. “The energy of the fans cheering me on from the stands made those wins truly unforgettable.”

She added that the initiative would recognise supporters who shared key moments of her career and give them an opportunity to reconnect through tennis. The campaign reflects Heineken’s broader strategy of using sports partnerships to create fan experiences beyond traditional sponsorship activities. “At HEINEKEN, we believe shared fandom sparks new connections,” Maggie Timoney, chief executive officer of HEINEKEN USA, said.

Fans attending the 2026 US Open will also be able to purchase limited-edition Heineken 0.0 cans featuring designs inspired by tickets from Williams’ six US Open championship victories. The products will be available at the tournament from August 24 while supplies last. Heineken said demand for its non-alcoholic beer brand has increased at the US Open, with Heineken 0.0 achieving sell-out status during the tournament over the past two years. The company said the product is positioned as an option for consumers seeking moderation while maintaining participation in social and sporting experiences.

Source: FSX Business News