Max Verstappen Helps Launch F1's First 'Season Ticket' Prize

Max Verstappen recently unveiled Formula 1's unprecedented 'season ticket' – a prize that will cover all flights and hotels for one lucky fan to attend every single Grand Prix. This unique initiative is part of Heineken's renewed decade-long partnership with F1, aiming to enhance the fan experience.

Why it matters:

This 'season ticket' represents a significant shift in fan engagement, offering an unparalleled opportunity for a dedicated follower to experience the entirety of the F1 season. It underscores a growing trend of F1 and its partners investing in direct, immersive fan experiences, moving beyond traditional marketing.

The Details:

• The 'season ticket' covers all expenses, including flights and hotels, for the winner and a plus-one to attend every Grand Prix on the F1 calendar.
• The inaugural winner is Brandon Burgess, who gained social media traction for his ambitious plan to attend all 24 races in 2025 on a

20,000 budget, while utilizing his standard work leave.

• A new winner and their guest will be selected for the following year's season.
• Partnership Renewal: This prize coincides with the renewal of a decade-long partnership between Formula 1 and Heineken, highlighting a shared commitment to enhancing the fan experience.
• Innovation in Fan Engagement: F1 CEO Stefano Domenicali emphasized innovation as part of F1's DNA and expressed excitement for Heineken's continued efforts to bring fans closer to the action.
• Heineken's Vision: Dolf van den Brink, CEO of Heineken, stated that this new chapter of the partnership focuses on "connecting with fans, creating unique experiences, and celebrating the global F1 fandom."

What's next:

This initiative is expected to set a new benchmark for fan rewards in sports. The success of the 'season ticket' could lead to similar ventures in F1 and other major sporting events.

• Heineken plans to deliver more "fan-first activations" and "shared experiences" both on and off the track.
• The program will continue annually, providing a unique opportunity for a new fan each season to live out an ultimate F1 dream.
• This renewed partnership is poised to foster deeper connections with the global F1 fanbase, ensuring more direct and memorable interactions with the sport.