For decades, Heineken® has dedicated itself to creating memorable experiences for its consumers and customers. As a proud sponsor of the likes of Formula 1, Formula E, Rugby World Cup, UEFA Champions League and the UEFA Women’s Champions League, Heineken® South Africa is proud to announce a multi-year partnership with Big Concerts as an Official Partner and Beverage & Experience sponsor.

Big Concerts is a leader in live entertainment experiences and since its inception, the iconic brand continues to deliver top-class concerts, from theatre shows to sold-out stadiums. Through this partnership, Heineken® will aim to bring the best live entertainment together with an elevated VIP experience that Heineken® has to offer.

“Heineken® represents a premium lifestyle – something which we see in Big Concerts too. We are looking forward to creating many memorable moments and elevated experiences for fans across the country. This partnership was a no-brainer for us as Big Concerts are the leading concert creators and Heineken® is stepping up and taking the lead in content creation in South Africa,” says Marcel Swain, Head of Marketing: Premium at Heineken® South Africa.

From Justin Bieber to Imagine Dragons, The Lumineers, David Gray, Foreigner and One Republic, fans get to experience the best in music while enjoying the full range of Heineken®.

“This partnership signals the return to normality after the two-year period of the Covid-19 pandemic, and we will undoubtedly be creating unforgettable live moments. Heineken® is a household name in the industry, and it’s important for us to work with a brand where premium experiences are at the forefront for any event they work on,” says Justin Van Wyk, CEO of Big Concerts.

Through its partnership with Big Concerts, Heineken® South Africa will be launching a Red Star Access experience, which will give eventgoers premium access to a VIP Heineken experience at several of the biggest live music events this summer and beyond. For more information visit @Heineken_SA social media pages or