LePub and Heineken 0.0 have made the fan habit of keeping tickets to past Serena Williams’ matches as mementos more than an act of nostalgia in their campaign, Second Serve Tickets. Fans who kept a ticket from any of Serena’s past US Opens can submit a photo of their old ticket stub alongside a personal memory behind it at heineken.com/secondservetickets, to make decades-old keepsakes valid again for entry to this year’s US Open.

“Whether it’s a concert, a movie premiere, or a match at Arthur Ashe,  only the biggest fans hold onto their old tickets,”stated Jim Curtis, chief creative officer, LePub NY. “Those tickets have remained mementos pinned to a wall or tucked safely in a drawer, until now. Heineken is reactivating them. This is a simple, yet powerful way of bringing only the most passionate fans together at this year’s US Open.”

The launch film from LePub NY and produced by Dolsten & Co pairs archival footage of Serena’s most famous US Open moments with illustrations of the real ticket artwork from those matches.

“Looking back at my career, some of my favorite memories happened on the courts at the US Open. Reflecting on those moments this year has reminded me what made those wins truly unforgettable: the energy of the fans cheering me on from the stands,” Serena Williams, Heineken 0.0 Global Ambassador, stated. “That’s why I’m so thrilled to partner with Heineken 0.0 for Second Serve Tickets. It’s an incredible concept that celebrates the fans who were right there with me, giving them a place to come together, share their own stories, and build new friendships.”

Fans at the 2026 US Open can also purchase limited-edition Heineken 0.0 cans inspired by the ticket designs from Serena Williams’ six US Open championship wins, available exclusively at the 2026 US Open starting Monday, August 24 (while supplies last) alongside the full Heineken portfolio.

“At HEINEKEN, we believe shared fandom sparks new connections. Serena Williams has brought some of the most passionate sports fans together year after year to celebrate greatness, connection and the joy of the game. That is why we are thrilled to partner with her and recognise her fans that have been there from the beginning,” commented Maggie Timoney, chief executive officer of Heineken USA.