• by Teresa Buyikian , August 3, 2026

Old tennis match ticket stubs may now be worth more than memories with Heineken 0.0’s latest promo featuring GOAT Serena Williams.

As part of the non-alcoholic brand’s ongoing “Fans Have More Friends” creative platform, Heineken has tapped 23-time Grand Slam champ and Heineken 0.0 ambassador Williams for its “Second Serve Tickets” promotion.

Tennis fans with old ticket stubs from any of Williams' past US Open tournaments are now eligible to enter to win a seat in the Heineken Suite at Arthur Ashe Stadium at the 2026 US Open.

“We believe shared fandom sparks new connections,” said Maggie Timoney, CEO of Heineken USA, in  a release. “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. That is why we are thrilled to partner with her and recognize her fans that have been there from the beginning.”

In order to enter, tennis fans must submit a photo of their old ticket stub “alongside a personal memory behind it” to heineken.com/secondservetickets by Aug. 16. The brand will then select “the most passionate fans” as winners who will be invited the Heineken Suite at the 2026 US Open.

Tennis fans can also tap into the game’s nostalgia with new limited-edition Heineken 0.0 cans, which are inspired by the ticket designs from Williams' six US Open championship wins. The cans are only available exclusively at the US Open, beginning August 24.

Heineken launched the “Fans Have More Friends” platform earlier this year, inspired by the brand’s “belief that fandom is one of the quickest ways to spark a connection between strangers.” Research by the beer maker has found that “75% of fans say their fandom has helped them meet new people, making it one of the fastest ways to create bonds.”