The "Second Serve Tickets" initiative encourages supporters to upload photos of their old ticket stubs along with personal memories of the matches they attended. Selected winners will gain entry to the 2026 US Open, turning long-held mementos into a live tournament experience. This campaign operates under the broader "Fans Have More Friends" platform, which seeks to use shared sporting enthusiasm as a catalyst for new social connections.
Heineken 0.0, the brand's non-alcoholic offering, will be central to the tournament experience. Beyond the ticket giveaway, the company is releasing limited-edition cans inspired by the designs of the tickets from Williams’ six US Open championship victories. These collectibles will be available at the venue starting August 24. Maggie Timoney, CEO of Heineken USA, noted that the partnership aims to celebrate the community built around Williams' career while catering to the rising demand for non-alcoholic options. Fans without a historic ticket stub can still participate by engaging with the brand's social media channels for additional entry opportunities.
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