Heineken raises the sails for SAIL 2025

Amsterdam Brewery Official Partner of the Tenth Edition

Amsterdam, April 18, 2024 - The tenth edition of SAIL in Amsterdam will be made possible with the help of Heineken. The Amsterdam brewery will be the official main sponsor of the largest event in the Netherlands. From Wednesday, August 20 to Sunday, August 24, 2025, Amsterdam will be all about camaraderie on and around the water for five days. More than 800 ships and their crews from all over the world will come together with over two million visitors to celebrate nautical history; worldviews from every direction will converge on the IJ. "A partnership that fits like a glove," says Maarten Schuurman, General Manager of HEINEKEN Netherlands. "For a century and a half, we have been brewers of conviviality and providers of joy. We believe the best moments are experienced together, and SAIL 2025 is the perfect moment to enjoy together. Moreover, Heineken has been a partner from the very beginning; we were there in 1975 and at every edition of the freely accessible event since. It only makes sense for Heineken to be involved."

Heineken on Board

The exact role of Heineken as the main sponsor in the lead-up to and during SAIL 2025 will be further shaped in the coming months. One thing is certain: it will be a celebration of cultures on water and shore, for and by ‘Nederland Waterland’. As a partner, Heineken will contribute in areas such as brand activation on social media, in retail and hospitality, at events and parties, and of course, sustainability. There will also be a strong focus on Heineken’s 0.0% products, fitting with the nautical character of the largest event in the Netherlands.

 

Triple Celebration

SAIL 2025 will be extra festive as the capital also celebrates its 750th anniversary. In 1975, SAIL was organized for the first time to honor the city's 700th anniversary. So in 2025, it’s a triple celebration: 750 years of Amsterdam and 50 years of SAIL. But that’s not all! In 2020, SAIL was postponed due to the pandemic, making the 10th jubilee edition rescheduled to 2025. Therefore, it's a unique moment to welcome people from all over the world.

 

Amsterdam 750

Heineken® was born and raised in Amsterdam; as a proud resident, we are eager to actively contribute to the festivities in the jubilee year, including SAIL 2025. Not only because we share a beautiful history, but also because today we are a vibrant part of the city's colorful society. From the typical Amsterdam pub to the terrace. The club or the stadium. The neighborhood drink, the picnic in the park, or housewarming. As an employer and an Experience for beer lovers, Heineken® is in the city's veins and brings life to the brewery, and that's why we are involved. Together with and for the people of Amsterdam and everyone who holds the city dear, we will make it an unforgettable celebration year. We can't wait to raise the sails.