- Serena Williams and Heineken 0.0 launched the “Second Serve Tickets” campaign, allowing fans to turn old US Open ticket stubs into seats in the Heineken Suite at Arthur Ashe Stadium for the 2026 tournament.
- Fans can enter from August 3 to August 16, 2026, by uploading a photo of a ticket stub from any of Williams' past US Open matches alongside a personal story.
- The initiative includes limited-edition Heineken 0.0 cans styled after Williams' six US Open championship wins, available at the tournament starting August 24, 2026.
23-time Grand Slam champion Serena Williams has partnered with Heineken 0.0 to launch the “Second Serve Tickets” campaign ahead of the 2026 US Open.
As part of the brand’s broader “Fans Have More Friends” platform, the contest allows tennis lovers to turn old ticket stubs from Williams’ past matches into seats inside the exclusive Heineken Suite at Arthur Ashe Stadium.
Fans can submit photos of their historic stubs alongside personal memories online between August 3 and August 16, 2026. Starting August 24, attendees can also purchase limited-edition Heineken 0.0 cans celebrating Williams’ six US Open titles.
This campaign builds on Williams’ active partnership with the non-alcoholic beverage brand. She was named global brand ambassador for Heineken earlier this year, in April 2026, kicking off the role by surprising local padel players in Miami.
The iconic athlete and venture capitalist has maintained a bustling endorsement portfolio. Serena Williams partnered with Factor for a new Champion Real Food campaign and unveiled a one-of-one Lincoln Navigator with Ford.
For parent company Heineken, aligning with elite talent remains a core global strategy. The brewing company has a history of high-profile celebrity partnerships, including Formula 1 champion Max Verstappen for its zero-alcohol line and actor Daniel Craig.
By pairing Williams’ tennis legacy with non-alcoholic options, Heineken 0.0 aims to deepen fan connections during major sporting moments.
Takeaways
This partnership demonstrates how non-alcoholic beverage brands are moving past standard product placement into experiential, nostalgia-driven storytelling.
By treating past ticket stubs as currency for exclusive tournament access, Heineken 0.0 effectively bridges sports history with modern fan engagement.
It also highlights Serena Williams’ enduring crossover power, proving that retired legends can continue driving high-value consumer campaigns across sports, lifestyle, and wellness categories.
Do you think trading historic ticket stubs for suite access is an effective way to reward loyal fans? Which other legendary sports moments or vintage tickets would you like to see reactivated in a campaign?
