Heineken 0.0 is turning tennis nostalgia into a once-in-a-lifetime fan experience through a new campaign with global ambassador Serena Williams. The “Second Serve Tickets” promotion invites fans who attended any of Williams’ past U.S. Open matches to submit photos of their original ticket stubs for a chance to return to Flushing Meadows as VIP guests during the 2026 US Open.
As part of Heineken’s “Fans Have More Friends” campaign, the promotion rewards longtime supporters by transforming cherished ticket mementos into exclusive access to the Heineken Suite at Arthur Ashe Stadium. To enter, fans upload a photo of a ticket from one of Williams’ previous U.S. Open appearances along with a personal story about the experience. Winners will receive premium hospitality while reconnecting with fellow tennis fans during this year’s tournament.
Heineken 0.0 2026 Limited Edition Collectible Cans Available at the US Open
Williams, a six-time U.S. Open singles champion and 23-time Grand Slam winner, said some of her greatest career memories were made in New York thanks to the energy of the fans. The campaign, she noted, celebrates those supporters by giving them an opportunity to relive those moments while creating new ones at the 2026 tournament.
The activation also includes limited-edition Heineken 0.0 collectible cans featuring artwork inspired by the ticket designs from each of Williams’ six U.S. Open championship victories. The commemorative cans will be available exclusively at the 2026 US Open beginning August 24, while supplies last.
The campaign reinforces Heineken’s growing investment in tennis and the non-alcoholic beverage category. According to the company, demand for Heineken 0.0 has surged at the US Open over the past two years, with the product repeatedly selling out during the tournament as consumers increasingly seek premium alcohol-free options while enjoying live sporting events.
