F1® and music fandoms came together across race weekend, with activations and performances by Axwell and Martin Garrix.
KUALA LUMPUR, 9th October 2026: Formula 1® (F1®) returned to Malaysia for the first time in nine years over the weekend, as Sepang International Circuit hosted the Formula 1 Gulf Air Bahrain Grand Prix 2026. Heineken® marked the occasion with a series of F1® themed experiences on and beyond the track.
Heineken® has been a Global Partner of F1® since 2016, with the partnership spanning fan experiences and responsible-consumption initiatives around race weekends globally.
In Malaysia, that came to life through Fans Have More Friends, Heineken®’ s global sponsorship platform, building on the idea that shared passions can create opportunities for people to connect in real life.
Beyond the racing action, the weekend also brought F1® and music together at Sepang International Circuit, with Axwell performing on Saturday, 3 October, followed by Martin Garrix on Sunday, 4 October.
“Having F1® return to Malaysia after nine years, through the Formula 1 Gulf Air Bahrain Grand Prix 2026, was a significant moment for fans here,” said Sean O’Donnell, Marketing Director of HEINEKEN Malaysia. “What made the weekend even more special was seeing two shared passions – F1® and music – come together in one experience. That is very much what Fans Have More Friends is about: creating opportunities for people to connect through the things they already love, whether that is racing, music or both.
“As a long-standing Global Partner of F1®, responsible consumption remains an important part of how we show up around these occasions. With initiatives in place to support safer journeys to and from race-weekend activities, our message remains clear: When You Drive, Never Drink.”
Over the weekend, selected bars hosted F1® watch parties for fans, with Heineken® supporting participating venues throughout the races. Alongside the racing action, two nights of music featuring Axwell and Martin Garrix brought sport and music together, reflecting the shared fandoms at the heart of Fans Have More Friends.
Through Fans Have More Friends, Heineken® celebrates how shared interests can help people connect in real life. Whether through music, football or Formula 1®, the platform is built around the idea that fandom gives people something in common – and sometimes, that is all it takes to start a conversation.
For the freshest updates on upcoming Heineken® experiences, follow @heinekenmy on Instagram or visit https://www.instagram.com/heinekenmy/ .
All promotions and all campaign events are strictly for non-Muslims aged 21 and above and subject to Terms and Conditions. We are committed to responsible consumption — when you drive, never drink. Please #EnjoyResponsibly.
