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    Serena Williams, the 23-time Grand Slam champion has teamed with Heineken for Second Serve Tickets, a new campaign tied to this year’s US Open. Rather than letting old ticket stubs collect dust, the initiative invites fans to use them for a chance to return to Arthur Ashe Stadium and experience the tournament from Heineken’s hospitality suite.

    “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.”

    Supporters who attended one of Williams’ previous US Open matches can upload a photo of their original ticket along with the story behind it at heineken.com/secondservetickets. Selected entrants will receive an invitation to attend the 2026 tournament, giving longtime fans an opportunity to revisit the event where many first watched one of tennis’ greatest careers unfold.

    The collaboration also celebrates Williams’ remarkable history in New York. Throughout the tournament, attendees can purchase collectible Heineken 0.0 cans featuring artwork inspired by each of her six US Open singles championships. The limited-edition designs will be available exclusively on-site while supplies last.

    “At Heineken, we believe shared fandom sparks new connections,” said Maggie Timoney, Chief Executive Officer of HEINEKEN USA. “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. 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.”

    Williams has served as a global ambassador for Heineken 0.0, whose presence at the US Open has continued to grow in recent years as more fans seek non-alcoholic options while attending all-day sporting events.

    Anyone without a ticket from one of Williams’ matches can still join the promotion. Additional opportunities to win seats for the tournament will be shared through Heineken’s official Instagram account, @heineken_us.

    The US Open begins August 24, with Williams’ latest collaboration giving tennis fans another way to celebrate one of the sport’s most accomplished champions while creating a new memory of their own.

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