MSC Cruises Launches Formula 1 Race-Weekend Programming
The co-branded Heineken can, available from November 4 in selected fleet bars and Brazilian duty-free shops, will be served on MSC World Asia from December 4, 2026.
Geneva-based MSC Cruises and Heineken have launched Formula 1 race-weekend programming at sea, with live screenings, watch parties and themed activities scheduled for the rest of the 2026 season and throughout 2027. Guests aboard MSC World America, sailing from Miami, were the first to experience the collaboration during the November 6-8 São Paulo Grand Prix weekend.
The agreement brings together two Formula 1 global partners: MSC Cruises, which joined in 2022, and Heineken, a partner since 2016. It also adds a limited-edition can carrying all three brands.
Race-weekend activities across the fleet
MSC World America hosted the main onboard celebrations while MSC Cruises held title sponsorship of the Brazilian race. Additional activities took place aboard MSC Seascape, MSC Seashore, MSC Seaside and MSC World Europa.
“We have enjoyed a longstanding relationship with Heineken as a trusted supplier onboard our ships,” said Gianni Onorato, CEO of MSC Cruises, “and we are proud to deepen that relationship through this new activity.”
The launch included race-themed competitions alongside the broadcasts and watch parties. During subsequent race weekends, guests will be able to follow the action in sports bars, on pool decks and in other onboard entertainment venues. Activities and prizes will differ by ship.
Onorato said the collaboration was intended to connect passengers with Formula 1 during their cruise. Heineken’s Reinoud Ottervanger, Managing Director EMEA Export & GDF, described the relationship as built on the companies’ shared interest in creating fan experiences.
Limited-edition cans and sponsorship ties
The co-branded Heineken can became available on November 4 in selected bars across the MSC Cruises fleet, with distribution also extending to selected duty-free shops in Brazil. Its green design combines a Formula 1 car and an MSC Cruises ship against a coastal-town backdrop.
MSC Cruises is title sponsor of three Grands Prix in 2026 and is also a premium partner of the BWT Alpine Formula One team. Heineken has separate partnerships with Oracle Red Bull Racing and Max Verstappen, while Heineken 0.0 is part of its fan-engagement and responsible-consumption activity.
Formula 1’s worldwide fanbase reached 827 million in 2025. That year’s championship comprised 24 Grands Prix across 21 countries, with a record 6.7 million spectators attending race weekends and 19 events selling out.
MSC Cruises is scheduled to hold title sponsorship of another three races during the 2027 season. Before then, the limited-edition can will be served aboard its newest flagship, MSC World Asia, when the ship begins Mediterranean sailings on December 4, 2026.
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