Launched earlier this year, First For Men offers advertisers access to the magazines' editors, research and creative teams in return for exclusive campaigns.
MindShare negotiated the deal, which will highlight properties such as Heineken's World Gigs events and sponsorship of the UEFA Champions League, using the line 'Heineken - believe in better'.
The first execution will be a 16-page sponsored supplement in FHM, with reviews of the best gadgets, music and travel destinations. This will be followed by monthly features on the theme of 'better', with Q and Mixmag covering music topics and Zoo focusing on football.
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