Heineken Will Reward Serena Williams' Superfans With a Trip to the US Open

Serena Williams is teaming up with Heineken to turn old ticket stubs into a shot at the 2026 U.S. Open.

The tennis legend, who serves as global ambassador for Heineken's non-alcoholic beer, Heineken 0.0, is fronting the brewer's "Second Serve Tickets." The campaign asks fans to submit a photo of a ticket stub from one of Williams' past matches, along with a personal anecdote, for a chance to attend this year's tournament at Arthur Ashe Stadium in Flushing, New York.

A new ad, created by Heineken's creative agency of record LePub NY, combines archival footage of Williams with animation inspired by artwork from past tournaments.

"Second Serve Tickets" is part of Heineken's larger "Fans Have More Friends" campaign, inspired by research showing that fans of all kinds have richer social lives. Winners will get access to the exclusive Heineken Suite, where they can meet fellow tennis fans while sampling Heineken's beers, furthering the campaign's broader theme.

"Social connection is the real heart of our position," Alison Payne, CMO of Heineken USA, told ADWEEK. "Heineken is all about a refreshing social life–and a social life is best done in real life."

Working with an all-time great

Williams, a six-time U.S. Open winner with 23 total grand slam single titles, announced in an August 2022 essay for Vogue that she was "evolving" away from tennis to focus on her health, family, and entrepreneurship. During that time, she opened up about her health journey, which included taking a GLP-1 medication.

According to Payne, Williams' transparency about her health made her a natural fit as a global ambassador for Heineken 0.0. The brand announced the multiyear partnership earlier this year.

Now, after four years away from tennis, Williams is returning to the court. In June 2026, she played a doubles match at the HSBC Championships and the Berlin Open, and competed in singles at Wimbledon.

As she prepares to return to the U.S. Open in August, the brewer will honor her legacy by releasing limited-edition Heineken 0.0 cans featuring artwork inspired by the original ticket designs from each of Williams' six U.S. Open victories. For fans, it will provide a connected experience through tennis history.

IRL engagement

"Second Serve Tickets" continues Heineken's trend of engaging consumers in real life. Getting fans to revisit their old memorabilia builds an experience around the U.S. Open before it even begins.

"It's about how we can create a true experience before, during, and after," Payne said.

Similar campaigns include "The Pub That Refused To Die," which told the story of 26 residents in Kilteely, Ireland, who bought their local pub to save it from closing, with Heineken supporting and training the new owners. The campaign won a Grand Prix at Cannes Lions 2026.

And last year, in Seoul, South Korea, Heineken brought neighbors together on the bright green rooftops of apartment buildings through "Rooftop Revival." The brand embraced the local culture by building traditional Korean platforms called pyeong-sangs so the residents could gather and connect.

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