Heineken 0.0 is about to give the biggest Serena Williams fans a treat. The Dutch brand and 23-time grand slam champion are taking the Heineken 0.0 experience to the next level with a nostalgic initiative, reactivating tickets from any of Williams’ past U.S. Open tournaments for a chance to win a seat in the exclusive Heineken Suite at Arthur Ashe Stadium at the upcoming Grand Slam.
“Looking back at my career, some of my favorite memories happened on the courts at the U.S. 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,” Williams, who also serves as a Heineken 0.0 global ambassador, said in a statement.
“That’s why I’m so thrilled to partner with Heineken 0.0 for Second Serve Tickets. 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 order to enter, fans have to submit a photo of their old U.S. Open ticket stub from a year Williams competed and won the final Grand Slam of the season alongside a personal memory behind the ticket to Heineken’s official Second Serve Tickets webpage.
The “most passionate fans,” per Heineken, will be selected to enjoy the U.S. Open experience in the Heineken suite, meeting other tennis fans and enjoying a Heineken 0.0 to boot. U.S. Open 2026 attendees can also purchase limited-edition Heineken 0.0 cans inspired by the ticket designs from Williams’ six U.S. Open championships, available exclusively at the U.S. Open beginning Aug. 24.
“At Heineken, we believe shared fandom sparks new connections. Serena Williams has brought some of the most passionate sports fans together year after year to celebrate greatness, connection and 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,” Maggie Timoney, chief executive officer of Heineken USA, said in a statement.
“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 U.S. Open.”
2026 marks Serena Williams’ return to professional tennis roughly four years after the venerated athlete took a step back from the sport. The 23-time Grand Slam champion played her first match of the 2026 season on June 9 at the HSBC Championships in London, competing in doubles with Victoria Mboko of Canada.
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