Decades of saved ticket stubs tucked away in drawers and photo albums recently paid off for a select group of Serena Williams fans.
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Through a joint campaign with Heineken 0.0 called “Second Serve Tickets,” supporters who held on to stubs from Williams’ past U.S. Open matches traded their memories for VIP suite passes at Flushing Meadows plus an unexpected face-to-face meeting with the legend herself.
As winners gathered at Arthur Ashe Stadium for this year’s tournament, Williams made a surprise stop at the Red Star Café to personally greet the fans who submitted stories that earned them a spot in the suite.
The campaign invited longtime followers to submit photos of their physical stubs alongside personal essays recounting what those matches meant to them. For Williams, the initiative offered a chance to reconnect with the crowds that fueled her six U.S. Open titles.
“Looking back at my career, some of my favorite memories happened on the courts at the U.S. Open. Reflecting on those moments this year has reminded me what made those wins truly unforgettable: the energy of the fans cheering me on from the stands,” the 23-time Grand Slam champion said in a press release. “It’s an incredible concept that celebrates the fans who were right there with me, giving them a place to come together, share their own stories, and build new friendships.”
The winning entries showed that a ticket to see Williams was rarely just entry to a sports event. It marked personal milestones, cultural statements and tennis history.
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Shawn R. submitted his stub from the 2012 women’s final, where Williams pulled off an iconic comeback against Victoria Azarenka during Shawn’s very first Grand Slam match. He recalled cheering until he lost his voice and keeping the ticket for over a decade as a symbol of that night.
Another winner, Kimberly P., attended a match wearing her own catsuit in direct solidarity with Williams following the 2018 French Open catsuit controversy, wanting to show her support as a fellow woman standing by her idol.
Meanwhile, Jillian T. shared her journey of attending Serena’s final match on September 2, 2022, at the U.S. Open. Growing up playing tennis and watching the Williams sisters dominate the sport, Jillian felt it was vital as a Black woman to witness history in person. She bought tickets for every round on faith, eventually splurging on courtside seats for Serena’s final third-round match
As it turned out, Williams competed in mixed doubles alongside Carlos Alcaraz and women’s doubles with her sister at this year’s U.S. Open. The Williams-Alcaraz duo managed to secure one victory, while the Williams sisters were ousted in the first round of the tournament.
While Williams’ future on the court remains as unpredictable as ever, fans might want to hold on to their ticket stubs because you never know when you’ll be granted a second serve.
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