Heineken 0.0 revives Serena Williams’ past US Open tickets to engage fans at the 2026 tournament
Executive summary: Heineken 0.0 announced it is reissuing tickets from Serena Williams’ previous US Open appearances for fans to attend the 2026 US Open. The activation leverages a tennis star’s legacy to boost brand visibility and drive trial of its non‑alcoholic beer during a major sporting event.
Who is involved: Heineken NV (Heineken 0.0 brand), Serena Williams (former tennis champion), United States Tennis Association (host of the US Open)
Likely next: Fans will be able to claim the tickets through Heineken’s promotional channels ahead of the tournament’s start on August 24, 2026; redemption will be tracked for post‑event sales analysis.
Heineken 0.0 announced it is reissuing tickets from Serena Williams’ previous US Open appearances so fans can attend this year’s tournament. The activation ties the non‑alcoholic beer brand to a tennis legend and the US Open, aiming to boost brand visibility and trial consumption during the event. It mirrors a similar initiative launched just two days earlier, showing a repeated marketing push.
Timeline
- — HEINEKEN® 0.0 VUELVE A PONER EN JUEGO LAS VIEJAS ENTRADAS DE SERENA WILLIAMS PARA EL US OPEN (PR Newswire)
- — HEINEKEN® 0.0 BRINGS SERENA WILLIAMS' OLD US OPEN TICKETS BACK INTO PLAY (PR Newswire)
Analysis — what this means
Sectors affected
- non‑alcoholic beer
- sports marketing
- tennis event hospitality
Historical parallels
- Heineken 0.0 reactivated Serena Williams’ US Open tickets on August 3, 2026 (PR Newswire)
Key entities
Sources
- HEINEKEN® 0.0 VUELVE A PONER EN JUEGO LAS VIEJAS ENTRADAS DE SERENA WILLIAMS PARA EL US OPEN — PR Newswire
- HEINEKEN® 0.0 BRINGS SERENA WILLIAMS' OLD US OPEN TICKETS BACK INTO PLAY — PR Newswire