HEINEKEN® AND MSC CRUISES BRING THE THRILL OF FORMULA 1® RACE WEEKENDS TO SEA WITH NEW COLLABORATION
Formula 1® returned to São Paulo over the weekend of 6-8 November 2026, with MSC Cruises as title sponsor and Heineken® helping to bring race weekend excitement to guests at sea.
While the cars were on track at the FORMULA 1® MSC CRUISES GRANDE PREMIO DE SAO PAULO 2026, guests sailing from Miami aboard MSC World America, were the first to experience the excitement of race weekend alongside the enjoyment of cruise holiday.
MSC Cruises and Heineken® are both established Global Partners of Formula 1®, so race weekend was a natural opportunity to bring the two partnerships together. The collaboration took Formula 1 beyond the track, combining the excitement of the sport with the MSC Cruises guest journey and Heineken®’s focus on shared fan experiences.
It also builds on a longstanding relationship between the two brands, with Heineken® a trusted supplier onboard MSC Cruises’ ships for many years.
As the lights went out in São Paulo, the cheering started at sea. Heineken® and MSC Cruises turned race weekend into the highlight of the voyage, with live screenings, watch parties and race-themed competitions.
The new Limited-Edition Heineken® can celebrates the partnership between MSC Cruises, Heineken® and Formula 1 in a single design. It features a Formula 1® car and an MSC Cruises ship side by side, set against a coastal town backdrop, all brought to life in Heineken®’s iconic green.
Guests can enjoy the can in select bars* across the MSC Cruises fleet, while fans ashore could find it in selected duty-free stores* in Brazil. It will also be served onboard MSC World Asia, MSC Cruises’ newest flagship, when she begins sailing in the Mediterranean from 4 December 2026.
While the biggest celebrations took place on MSC World America, additional activities ran on selected ships across the MSC Cruises fleet, including MSC Seascape, MSC Seashore, MSC Seaside and MSC World Europa.
And São Paulo was just the start. Race-day experiences will continue across the fleet for the rest of the 2026 Formula 1® season and throughout 2027, so guests sailing on a race weekend can gather with fellow fans in sports bars, on pool decks and at other entertainment hotspots to follow the action live.
Gianni Onorato, CEO of MSC Cruises, said: “At MSC Cruises, we are always looking for new ways to enhance the guest experience through partnerships with world-class brands. We have enjoyed a longstanding relationship with Heineken® as a trusted supplier onboard our ships, and we are proud to deepen that relationship through this new activity. Together with Heineken® and Formula 1®, we are creating engaging new experiences that bring the excitement of race weekend to life at sea, allowing guests to connect with the sport they love while enjoying unforgettable moments onboard.”
Reinoud Ottervanger, Managing Director EMEA Export & GDF, said: “MSC Cruises, Heineken® and Formula 1® are leaders in creating legendary experiences that inspire and excite people around the world. Our longstanding partnership with MSC Cruises is built on that shared ambition. With this limited-edition can and unique race-weekend parties, live screenings and themed activations on the open sea, we are bringing fans together and creating moments they will remember forever.”
Three Global Partners Coming Together:
Formula 1: Formula 1 is one of the world’s biggest global sporting properties, with a fanbase of 827 million worldwide in 2025. The championship raced across 24 Grands Prix in 21 countries, with a record 6.7 million fans attending race weekends and 19 Grands Prix selling out.
MSC Cruises and Formula 1: MSC Cruises has been a Global Partner of Formula 1 since 2022 and is a Premium Partner of the BWT Alpine Formula One team. In 2026 it is title sponsor of three Grands Prix, including the FORMULA 1 MSC CRUISES GRANDE PREMIO DE SÃO PAULO 2026 (6-8 November), and will next year be title sponsor of three races during the 2027 season
Heineken® and Formula 1: Heineken® has been a Global Partner of Formula 1 since 2016. Its involvement extends beyond the championship through its partnership with Oracle Red Bull Racing and Max Verstappen, while Heineken® 0.0 plays a central role in engaging fans and promoting responsible consumption.
*The MSC Cruises x Heineken® x Formula 1 Limited Edition can is available in select bars across the MSC Cruises fleet from 4th November and in selected duty-free stores in Brazil. Onboard race-day experiences continue through the 2026 and 2027 Formula 1 seasons. Prizes and onboard activities vary by ship.
Please enjoy responsibly.
