Heineken becomes Official Beer Partner of Napoli football club

Heineken has renewed its collaboration launched last season with Società Sportiva Calcio Napoli becoming Official Beer Partner of the Neapolitan club for the 2026/27.

A long-standing protagonist on the international sports scene, Heineken has built a deep connection with the world of football, interpreting fans’ passion as a powerful universal language capable of sparking new connections and bringing people together. A vision rooted in a simple yet powerful idea: when a passion is shared, it becomes an opportunity to meet, recognise one another and experience more intense emotions together.

A fan experience model

From this perspective, the partnership goes beyond supporting the team: Ssc Napoli and Heineken will accompany fans before, during and after the match. The aim is to create experiences that bring fans closer together and strengthen the sense of community that makes football a universal language. In line with the global platform Fans have more friends, Heineken is bringing to the Diego Armando Maradona Stadium a fan experience model designed to turn match day into a moment of sharing and new encounters.

The collaboration takes shape through dialogue with one of the most recognised and passionate fanbases in the world: a community that experiences supporting the team as a collective ritual, capable of bringing together different generations, cultures and stories. The renewal thus strengthens Heineken’s pioneering role as a brand capable of accompanying great sporting passions and turning them into opportunities for authentic human connection.

The Heineken Lounge returns

At the heart of the collaboration will be the Diego Armando Maradona Stadium, where Heineken will accompany fans throughout the match day. The brand’s products will be available at the stadium’s bars and refreshment points, while the renewed Heineken Lounge in the Posillipo Stand will offer the partner’s guests a welcoming and exclusive hospitality space from which to enjoy the match and share the same passion.

The match story will continue beyond the final whistle. Following the excellent response to the dedicated after-match events, during the season 2025/26, for matches against Milan, Juventus and Inter, the number of events will rise to four, with the addition of the match against Roma. Entertainment, DJ sets, prizes offered by Ssc Napoli and Heineken, and new activities will enliven each evening, creating a distinctive format in which to share the emotions just experienced in the stands.

Comments

Tommaso Bianchini, Ssc Napoli General Manager of the Business Area: “The renewal with Heineken represents the natural evolution of a journey that began last season and is founded on our shared desire to offer ever more engaging experiences to the club’s guests and our fans. Following the excellent response to the after-match events, we will further expand the programme of activities in a season of extraordinary significance, such as the centenary season.”

Michela Filippi, Marketing Director of Heineken Italia: “For Heineken, renewing the collaboration with Ssc Napoli represents a fundamental step in strengthening its connection with the world of sport, an area with which the brand has always had a deep bond. We believe that football has an extraordinary ability to create authentic connections, and that fans’ passion is one of the most powerful and immediate ways of bringing people together. Together with Ssc Napoli, we want to continue to harness this energy, creating memorable experiences that enable fans to meet, recognise one another and share emotions, discovering that they are part of the same story.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.