Overview
- Heineken 0.0 announced the Second Serve Tickets program on Monday, Aug. 3, 2026, asking fans to upload a photo of a past Serena Williams U.S. Open ticket plus a personal memory at heineken.com/secondservetickets.
- Selected entrants will win seats in the Heineken Suite at Arthur Ashe Stadium as part of the brand's “Fans Have More Friends” campaign.
- The brand will sell limited-edition cans styled after ticket designs from Williams’s six U.S. Open titles exclusively at the tournament starting Aug. 24 while supplies last.
- Serena Williams is publicly partnered with the campaign and praised fans, but she has not confirmed whether she will compete at the 2026 U.S. Open.
- Heineken says Heineken 0.0 has sold out at the U.S. Open the past two years, which the company cites as reason for the activation, and the brand directs fans without old stubs to its Instagram for other ticket giveaways.