Heineken 0.0 Wants Serena Williams Fans to Dig Out Their Old Tickets for a Chance to Win US Open Seats
(Images: Heineken)
Heineken 0.0 is giving Serena Williams fans a chance to turn old US Open ticket stubs into new memories through a nationwide promotion ahead of this year’s tournament.
The nonalcoholic beer brand announced Monday the launch of Second Serve Tickets, a campaign that invites fans to submit ticket stubs from any Serena Williams US Open match for a chance to win seats in the Heineken Suite at Arthur Ashe Stadium during the 2026 US Open.
To enter, fans must upload a photo of a past Serena Williams US Open ticket along with a personal story about the memory at heineken.com/secondservetickets. Winners will receive tickets to this year’s tournament as part of Heineken’s ongoing “Fans Have More Friends” campaign.
“Looking back at my career, some of my favorite memories happened on the courts at the US Open,” Williams said in a news release. “Reflecting on those moments this year has reminded me what made those wins truly unforgettable: the energy of the fans cheering me on from the stands.
“That’s why I’m so thrilled to partner with Heineken 0.0 for Second Serve Tickets,” she added. “It’s an incredible concept that celebrates the fans who were right there with me, giving them a place to come together, share their own stories, and build new friendships.”
In addition to the contest, Heineken 0.0 will release limited-edition cans inspired by the ticket designs from Williams’ six US Open championship victories. The collectible cans will be sold exclusively at the 2026 US Open beginning Aug. 24 while supplies last.
“Serena Williams has brought some of the most passionate sports fans together year after year to celebrate greatness, connection and the joy of the game,” Heineken USA CEO Maggie Timoney said. “With the continued demand for non-alcoholic options, we are proud that Heineken 0.0 is at the center of the action offering a premium, no-compromise option to stay refreshed throughout every moment of the US Open.”
According to Heineken, sales of Heineken 0.0 at the US Open have sold out during the tournament over the past two years as demand for nonalcoholic beverages continues to grow.
Heineken 0.0 said that fans who don’t have an old Serena Williams ticket can learn about separate ticket giveaways via the brand’s Instagram feed.
The 2026 US Open begins Aug. 24 in New York.
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