Heineken shifts music strategy as Eisenbahn expands rock presence

Heineken has announced the end of its 15-year tenure as the official sponsor of the Rock in Rio festival. The 2026 edition marked the brand's final participation in this capacity as the company shifts its strategy toward creating proprietary music and entertainment experiences designed to connect more directly with specific consumer communities.

Despite the departure of the Heineken brand, the brewery group maintains its partnership with Rock World, the organizer of Rock in Rio, The Town, and Lollapalooza. The group will continue to participate in these events through other brands in its portfolio. For instance, Eisenbahn is confirmed as a sponsor for The Town 2027.

As part of its Eisen Rock Station platform, Eisenbahn is expanding its presence in the Brazilian rock scene. The brand will participate in the Rock Rec Festival in Recife on September 19, featuring artists such as Capital Inicial, Jota Quest, and Nação Zumbi. To support the event, the brand is also launching the ‘Rota do Rock,’ a series of promotional activities and shows at partner bars in Pernambuco.