Description
HEINEKEN® 0.0 BRINGS SERENA WILLIAMS' OLD US OPEN TICKETS BACK INTO PLAY
Heineken 0.0 Reactivates Tickets from Serena Williams’ Past US Opens to Reunite Her Biggest Fans at This Year’s Tournament
Heineken®—the internationally renowned brand built on creating a more refreshing social life — is bringing a completely new approach to fan connection this summer. Whether it be music, movies or sport — only the biggest fans keep their old tickets as mementos. Now, Heineken is bringing 23-time Grand Slam champion and Heineken 0.0 Global Ambassador Serena Williams' biggest fans together by re-activating her past tickets for this year's US Open.
As an extension of Heineken’s Fans Have More Friends campaign and in partnership with the tennis icon, Second Serve Tickets revives tickets from any of Williams’ past US Open tournaments for a chance to score a seat in the exclusive Heineken Suite at Arthur Ashe Stadium at the 2026 US Open. To enter, fans simply submit a photo of their old ticket stub alongside a personal memory behind it at heineken.com/secondservetickets. The most passionate fans will be invited to return to the stadium — turning a piece of tennis history into a new US Open experience, and giving these tennis fans the unique opportunity to connect over a beer. Fans who don't have a historic Serena match ticket but still want to be part of the Serena-fueled action can visit @heineken_us for more information on a chance to win tickets.
“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 Serena Williams, Heineken 0.0 Global Ambassador. “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.”
“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 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,” said Maggie Timoney, Chief Executive Officer of HEINEKEN USA. “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.”
“Whether it's a concert, a movie premiere, or a match at Arthur Ashe – only the biggest fans hold onto their old tickets,” said Jim Curtis, Chief Creative Officer, LePub NY. “Those tickets have remained mementos pinned to a wall or tucked safely in a drawer, until now. Heineken is reactivating them. This is a simple, yet powerful way of bringing only the most passionate fans together at this year’s US Open.”
The creative supporting the launch is grounded in real archival material. The launch film from LePub NY and produced in partnership with by Dolsten & Co pairs archival footage of Serena's most iconic US Open moments with illustrations of the real ticket artwork from those matches. Limited-edition Heineken 0.0 cans available exclusively at this year’s US Open are directly inspired by the tickets from her six US Open championship wins, designed around the real memories and events that fans held onto.
As the pioneer of the non-alcoholic beer category, Heineken 0.0 keeps proving that a balanced, mindful lifestyle that leans into moderation doesn’t have to mean a boring social life. In the past two years alone Heineken 0.0’s popularity at the US Open has skyrocketed, having generated sell-out status through the tournament. It’s a refreshing, no-compromise choice for tennis fans — making it easier than ever to enjoy a full day of high-stakes matches and keep the social energy flowing without missing a moment.
Heineken’s global sponsorship platform, Friends Have More Friends, is built upon the belief that fandom is one of the quickest ways to spark a connection between strangers. Rooted in Heineken’s long-standing belief in the importance of sociability, research commissioned by Heineken shows that 75% of fans say their fandom has helped them meet new people, making it one of the fastest ways to create bonds. Heineken continuously brings together its sponsorships across football, US Open, Formula 1 and music festivals, using fandom as both the social catalyst and a way to elevate social experiences in a world that can feel increasingly lonely.
This professional campaign titled 'Second Serve Tickets' was published in United States in August, 2026. It was created for the brand: Heineken 0.0, by ad agencies: Dolsten & Co., LePub New York, and Sonic Union. This Experiential medium campaign is related to the Drinks (Non Alcoholic) industry and contains 5 media assets. It was submitted about 2 hours ago.
Credits
CREDITS | US OPEN - Heineken Second Serve Tickets
CLIENT - Heineken USA
HUSA Alison Payne Chief Marketing Officer
HUSA Guilherme de Marchi Retz Marketing VP
HUSA Ross Williams Brand Director
HUSA Jodi Hylton Senior Brand Manager
HUSA Pattie Falch Marketing Director Partnerships & Consumer Experiences
HUSA Nicole Scarangella Assistant General Counsel, Senior Director
HUSA Thomas Palladino Director, External Communications
HUSA Sophie Krieger Senior Manager, External Communications
HUSA Chris Price VP, Connected Consumer Experiences
HUSA Stephanie Mobley Director ICP, Practice Lead & Portfolio Strategy
HUSA Kaitlin Bevans Director ICP & Commerce Activation
HUSA Zachary Freeman Senior Manager ICP
HUSA Patricia Alon Senior Manager ICP
TAG Diana Alvarez Senior Social Media Manager
AGENCY - LePub NY
LePub Worldwide Bruno Bertelli Chief Executive Officer & Chief Creative Officer
LePub Worldwide Cristiana Boccassini Global Chief Creative Officer
LePub Worldwide Mihnea Gheorghiu Global Chief Creative Officer
LePub NY Lea Mastroberti President
LePub NY Jim Curtis Chief Creative Officer
LePub NY Katie Coane EVP, Head of Brand Strategy
LePub NY Lorna Ruane Head of Data and Culture Lab
LePub NY Tori Pierce Exec Group Account Director
LePub NY Manuela Abenante Account Director
LePub NY Brynn Haworth Account Supervisor
LePub NY Mitchell Linville Account Supervisor
LePub NY Emely Escobar Account Executive
LePub NY Guilherme Pinheiro Creative Director
LePub NY Linus Oura Creative Director
LePub NY Nicolo Pavin Senior Art Director
LePub NY Mattia Pavin Senior Copywriter
LePub NY Cordelia Diamond Strategy Director
LePub NY Caroline May Data Strategy Director
LePub NY Lexi Vogler Associate Director, Project Management
LePub NY Carie Bonillo Senior Business Affairs Manager
LePub NY Pim Leewenkamp VP, Executive Producer
LePub NY Cameron Schiller Senior Producer
LePub NY Danny Arnone Senior Producer
CORSO - Experiential Agency
Corso Greg Conti Account Director
Corso Lilah Beldner Sr. Account Executive
Corso Christian Tuttle Production Director
MBOOTH - PR Agency
MBOOTH Sally Alfis Senior Vice President
MBOOTH Rita Covey Senior Vice President
MBOOTH Dana Stein Vice President
MBOOTH Courtney Nally EVP, Influencer Practice Lead
MBOOTH Kourtney Cooper Senior Influencer Director
MBOOTH James Spector Executive Creative Director
DENTSU - Media Agency
DENTSU Corina Li SVP, Client Solutions & Planning
DENTSU Jennifer Breda Senior Manager, Client Solutions & Planning
DENTSU Tara Scanlon SVP, Strategy
DENTSU Alexis Gilmore Associate Director, Digital
DENTSU Julie Henderson Group Director, Paid Social
DENTSU Victoria Lucchesi Senior Manager, Paid Social
DENTSU Gabriella Zubradt Manager, Paid Social
DENTSU Maisie Wong Associate Director, OOH
DENTSU Kate Patterson Associate Director, OOH
DENTSU Carli Lavoie Senior Associate, OOH
DENTSU Alli Rhodes Senior Associate, Client Solutions & Planning
PRODUCTION
Dolsten & Co. Founder & Director Simon Dolsten
Dolsten & Co. Creative Director, Art Joao Cunico
Dolsten & Co. Creative Director, AI Alexandre Kazuo Kubo
Dolsten & Co. Sr. AI Artist Jarod Gibson
Dolsten & Co. AI Artist Tchelo Ko
Dolsten & Co. Executive Producer Nic Barnes
Dolsten & Co. Director of Operations Aaron Marcum
Dolsten & Co. Post Producer Ben Familigetti
Dolsten & Co. Editor Parker Chapin
Dolsten & Co. Assistant Editor Josh Cook
Dolsten & Co. Flame Artist Pete Almante
MUSIC
JSM Music Chief Creative Officer Joel Simon
JSM Music Senior Producer Andrew Manning
JSM Music Senior Producer Norm Felker
JSM Music Producer Sharon Cha
JSM Music Co-Composer Joel Simon
JSM Music Co-Composer Jack Mauro
SOUND
SONIC UNION Sound Design/Mix Engineer Joe O'Connell
SONIC UNION Sound Producer Justine Cortale
