by Sarah Kuta
Last updated: 1:10 PM ET, Mon November 9, 2026
MSC Cruises and Heineken are expanding their partnership with a new initiative that will bring Formula 1 race-day experiences to cruise ships throughout the 2026 and 2027 racing seasons.
The collaboration debuted November 6-8 during the Formula 1 MSC Cruises Grande Premio de São Paulo 2026, with guests aboard MSC World America sailing from Miami getting the first opportunity to participate in race-weekend activities at sea. The ship hosted live race screenings, watch parties and themed competitions while the Grand Prix took place in Brazil.
Additional activities also rolled out aboard MSC Seascape, MSC Seashore, MSC Seaside and MSC World Europa.
The onboard experiences will continue across the MSC Cruises fleet for the remainder of the 2026 Formula 1 season and throughout 2027. Guests sailing during race weekends can gather in sports bars, on pool decks and at other entertainment venues to watch races and participate in themed activities. Specific offerings and prizes will vary by ship.
The partnership also includes a limited-edition Heineken can featuring the logos of MSC Cruises, Heineken and Formula 1, along with an illustration of a Formula 1 car and an MSC Cruises ship. The can became available November 4 in select bars across the MSC Cruises fleet and in selected duty-free stores in Brazil. It will also be served aboard MSC World Asia when the ship begins sailing in the Mediterranean on December 4.
The initiative brings together three brands that already have established partnerships with Formula 1. MSC Cruises has been a global partner of the racing series since 2022, while Heineken has held global partner status since 2016. MSC Cruises is also sponsoring three Grand Prix races during the 2026 season and will serve as title sponsor of three races in 2027.
“At MSC Cruises, we are always looking for new ways to enhance the guest experience through partnerships with world-class brands,” says Gianni Onorato, chief executive officer of MSC Cruises. “Together with Heineken and Formula 1, we are creating engaging new experiences that bring the excitement of race weekend to life at sea, allowing guests to connect with the sport they love while enjoying unforgettable moments onboard.”
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