Heineken and the Rijksmuseum extend partnership
Publication date: 30 April 2026 - 08:00
The Rijksmuseum and HEINEKEN today announced the extension of their existing partnership until the end of 2028. This means that the Amsterdam-based brewer will remain closely connected to the Rijksmuseum for the next three years.
The partnership is based on a shared vision of bringing people together and enabling a broad group of culture enthusiasts to enjoy art and history.
HEINEKEN and the Rijksmuseum have been partners since 2013, the year the Rijksmuseum reopened its doors after a complete renovation. The shared history goes back much further, however, to the end of the 19th century. At that time, Gerard Adriaan Heineken was a member of Amsterdam’s city council, and he was one of the driving forces behind the cultural and economic renaissance of Amsterdam and closely involved in the construction of the Rijksmuseum.
We are proud to continue this partnership. The Rijksmuseum is a true icon of the Netherlands and a source of inspiration. As a brand born in Amsterdam, we are committed to bringing people together, inspiring (new) culture lovers, and creating unforgettable moments. For us, this partnership is much more than sponsorship, it’s a celebration of our shared history and the power of culture to connect people.
Dolf van den Brink, CEO HEINEKEN
I am pleased that we can continue this collaboration, which is rooted in more than 150 years of shared history. Commitments with partners like HEINEKEN not only bring financial support but also create greater support in our society.
Taco Dibbits, General Director of the Rijksmuseum
