If you are a tennis fan who loves holding onto old ticket stubs, your nostalgic habits are about to seriously pay off.
Heineken 0.0 has teamed up with 23-time Grand Slam champion Serena Williams to bring a completely new approach to fan connection this summer, and it might just get you into this year’s tournament.
As an extension of their “Fans Have More Friends” campaign, the iconic beer brand is turning pieces of tennis history into a brand-new experience for the sport’s most passionate superfans.
A fresh take on fan connection
Whether it is music, movies, or sports, only the biggest fans keep their old tickets as mementos. Now, Heineken is reactivating tickets from any of Serena’s past US Open tournaments to reunite her biggest supporters.
“Looking back at my career, some of my favorite memories happened on the courts at the US Open. 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,” said Williams. The incredible concept aims to give fans a place to come together, share their stories, and bond over a premium, non-alcoholic beer.
How to enter the “Second Serve Tickets” contest
The “Second Serve Tickets” campaign revives your historic stubs for a chance to win a seat in the exclusive Heineken Suite at Arthur Ashe Stadium during the 2026 US Open.
Here is exactly how you can get in on the action:
- The Ticket Method: Submit a photo of your old ticket stub alongside the personal memory behind it.
- The Instagram Method: If you don’t have a physical ticket, you can still enter by visiting @heineken_us on Instagram. Follow the instructions to comment with your favorite US Open fan story.
- The Deadline: All entries must be received by 11:59 p.m. ET on August 16, 2026.
Limited-edition merch for the ultimate tennis fans
Even if you don’t score a spot in the suite, you can still celebrate the tennis legend on the grounds. Fans attending the 2026 US Open can purchase limited-edition Heineken 0.0 cans inspired by the ticket designs from Serena’s six US Open championship wins.
These exclusive cans will be available at the US Open starting Monday, August 24 (while supplies last).