Imagine the roar of engines, the smell of burning rubber, and the thrill of a last-lap overtake, all while the ocean stretches out around you. That is the scene MSC Cruises and Heineken are setting for passengers over the next two Formula 1 seasons. The two brands, both longtime partners of F1, are joining forces to bring race-day excitement to the high seas.
Starting with the 2026 season and running through 2027, race-day watch parties and live screenings will roll out across the MSC Cruises fleet. Guests can gather in sports bars, on pool decks, and at other entertainment hotspots to follow the action live. The partnership also introduces a limited-edition Heineken can, designed to celebrate the collaboration, featuring an F1 car and an MSC Cruises ship side by side against a coastal backdrop in Heineken's signature green.
First Taste of the Action
The first big test came over the weekend of 6 to 8 November 2026, while the cars raced at the Grande Premio Sao Paulo, with MSC Cruises as title sponsor. Passengers sailing from Miami aboard MSC World America were the first to experience the race weekend at sea, with Heineken on hand as a trusted supplier. The celebrations were biggest on that ship, but other vessels, including MSC Seascape, MSC Seashore, MSC Seaside, and MSC World Europa, also hosted activities. Prizes and onboard events varied by ship, so no two race weekends were quite the same.
For those who want to take a piece of the experience home, the special Heineken can is available in select bars across the fleet. It will also be served on MSC World Asia, the cruise line's newest flagship, when she begins sailing in the Mediterranean from 4 December 2026. Ashore, F1 fans in Brazil can find the can in selected duty-free stores, feeding a growing trend for very specific travel souvenirs.
A Natural Partnership
Both MSC Cruises and Heineken are established partners of F1, so race weekend was a natural opportunity to bring the two partnerships together, according to a press release. Gianni Onorato, CEO of MSC Cruises, said the company is always looking for new ways to enhance the guest experience through partnerships with world-class brands. He noted the longstanding relationship with Heineken as a trusted supplier onboard and expressed pride in deepening that relationship.
Reinoud Ottervanger, Managing Director of Heineken operating company EMEA Export & GDF, echoed that sentiment, calling MSC Cruises, Heineken, and Formula 1 leaders in creating legendary experiences. He added that joint partnering on F1 events would help bring fans together and create moments they will remember forever.
More Than Just a Drink
This collaboration is about more than just a cold beer. It is about turning a cruise into a fan experience. For travelers who love both the open water and the racetrack, this could be the perfect combination. And if you are planning a cruise, you might want to check out MSC's private ship-within-a-ship concept, which is expanding to more vessels, for an even more exclusive onboard experience.
For those who prefer their F1 on land, there is still plenty to explore. The Dutch Grand Prix at Zandvoort may have seen its final lap, but the beach town's F1 legacy lives on. And if you are thinking about a longer voyage, Holland America is selling 129-day cruises to places most ships can't reach, for those who want to trade race weekends for months at sea.
So whether you are a die-hard F1 fan or just enjoy a good party, MSC Cruises is betting that race weekends at sea will be a winning formula. With the 2026 season already underway and more events planned for 2027, the only question is which race you will watch from the deck of a ship.
