Heineken solidified its position as a cultural leader in sports and entertainment through a series of bold activations at the inaugural Formula 1 Heineken Silver Las Vegas Grand Prix and UEFA Women’s EURO 2022. At the Las Vegas GP, the brand created a 72-hour spectacle, featuring mega-influencer Daniel Mac, a VIP Heineken House, and a show-stopping finale with F1 champion Max Verstappen and DJ Martin Garrix. For UEFA Women’s EURO, Heineken championed inclusivity with the Cheers for All campaign, live performances by BBC Radio 1 DJ Jaguar, and the sustainable Greener Bar. With 610M reach at the Las Vegas GP and 2.8M impressions for UEFA content, Heineken has transformed sporting moments into global celebrations of culture, inclusion, and unforgettable experiences.