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Heineken® 0.0 has announced Serena Williams as its new global brand ambassador, launching a multi-year partnership focused on padel. The partnership highlights the connection between the sport and social interaction. To launch the collaboration, Serena surprised padel players in Miami during an Open Match by Heineken® 0.0 event on Playtomic. The players were unaware that their fourth partner was a 23-time Grand Slam champion.
Heineken 0.0’s latest headline—Serena Williams as its global ambassador—looks like a celebrity splash in the soft‑drink aisle, but it signals a deliberate push into padel, an emerging sport that could change how non‑alcoholic brews are sold and consumed.
The partnership debuted with a surprise padel match in Miami. Serena appeared during a game booked through Heineken’s Open Match feature on Playtomic. The event marked the debut of the “Unexpected Doubles” video series, where players may be joined by high‑profile ambassadors during their matches, reinforcing Heineken 0.0’s message of social connection without compromise.
Padel users on Playtomic reached 4.7 million across 66 countries in 2025, per the 2025 Playtomic Annual Report. That figure shows the platform has a sizable and geographically diverse user base—far beyond a handful of niche clubs. If Heineken can embed its brand into that digital ecosystem, it gains a ready‑made audience for on‑premise placement in urban markets where padel courts are proliferating.
In the United States alone, padel participation grew 62 % year‑over‑year in 2025, according to the Sports & Fitness Industry Association. The pace of adoption is steep enough that even traditional bar owners are noticing the sport’s footprint. However, only 12 % of U.S. bars currently stock dedicated non‑alcoholic tap lines, per a March 2026 Technomic report. That gap between padel popularity and tap infrastructure means distributors will need to partner with venues willing to install tap lines if they want to capitalize on the buzz.
Heineken 0.0 held an 18 % share of the global non‑alcoholic lager market in 2025, making it the second‑largest brand behind Athletic Brewing Co. in North America. While that position signals brand strength, it also indicates that distributors still have room to grow on‑premise penetration—especially given the premium pricing of NA beers ($2.10 per unit versus $1.85 for a traditional lager). The partnership with Serena offers a lever to convince bars and retailers that Heineken 0.0 can fit into lifestyle‑oriented menus.
For distributors, two points matter. First, evaluate whether current bar portfolios include venues that host padel or other emerging racket sports; those locations are prime candidates for introducing a tap line and stocking Heineken 0.0 to meet the demand of health‑conscious patrons. Second, consider a phased rollout: pilot in a handful of high‑traffic cities—Miami, Los Angeles, New York—where padel courts already exist, then expand as tap line adoption rises. The “Unexpected Doubles” event offers a promotional hook, but sustained sales depend on the distribution infrastructure being in place.
On‑premise operators should assess whether their current tap systems can accommodate a 0.0 lager. If not, they may negotiate a short‑term installation with a distributor to test the market. Retailers must decide if stocking Heineken 0.0 will attract enough foot traffic from padel enthusiasts to offset the higher unit cost, given the limited 12 % tap line penetration.
Original Press Release
Heineken® 0.0 has announced tennis legend Serena Williams as its new global brand ambassador, launching a multi-year partnership that celebrates the joy of connecting with others through one of the world’s fastest-growing social sports, padel.
Widely recognised as one of the greatest athletes of all time, Serena has embraced padel in recent years as a way to stay active while meeting others who share her passion for racket sports. Her love of padel makes her a natural fit for Heineken® 0.0, a brand that champions social connection and refreshing moments both on and off the court.
To launch the partnership, Serena spent a day surprising unsuspecting padel players in Miami, stepping onto the court as a last-minute “stand-in” team mate for a game they had booked through the Open Match by Heineken® 0.0 feature on booking platform Playtomic.
The players had no idea their fourth partner would be a 23-time Grand Slam champion. After an unforgettable round, the group connected post-game over a Heineken® 0.0 - capturing the essence of what the partnership aims to inspire: new experiences, new connections, and a more refreshing social life.
The unexpected moment brought to life Heineken® 0.0’s belief of just how rewarding opening ourselves up to new experiences can be; with partners such as Playtomic giving consumers an effortless opportunity to do so through Open Match by Heineken® 0.0.
This was the first installment of a new feature from Heineken® 0.0, known as ‘Unexpected Doubles,’ where players who book through Open Match by Heineken® 0.0 on Playtomic may be rewarded for their willingness to step out of their comfort zone, with surprise guest appearances.
Serena Williams, Heineken® 0.0 Ambassador said: “For me, it’s always about showing up as my best self. Partnering with Heineken® 0.0 reflects the kind of intentional choices I make every day - it’s a no-alcohol option that still lets me stay active, keep moving, and connect with new people. Whether I’m on the padel court or off, I love that I don’t have to compromise.”
Nabil Nasser, Global Head of Heineken® said: “At Heineken®, we believe the most rewarding moments happen when people stay active, social, and open to new connections - without having to compromise. Serena represents that mindset perfectly. Her iconic presence, her confidence, and her love of padel reflects everything Heineken® 0.0 stands for: a confident choice for people who want to stay in the game and fully enjoy the social moments around it. Together, padel becomes a natural way to bring people together - on court and beyond.”
Serena stepping in as the first iconic ‘Unexpected Doubles’ teammate has everyone excited, especially padel players using Open Match by Heineken® 0.0.”
This surprise is the first of more opportunities that Heineken® 0.0 plans to bring to padel players across the world this year via Open Match by Heineken® 0.0. These will include opportunities to play against other Heineken® 0.0 ambassadors like Serena Williams.
Celine Thom, one of the lucky players surprised in Miami, said: “I booked a padel game via Open Match by Heineken® 0.0 on Playtomic to meet new people and connect with other local padel players, but I never imagined that on a regular Wednesday afternoon I would be playing padel with the legendary Serena Williams! Playing with her was unreal, but having the chance to sit down and connect with her over a beer afterwards made it a truly unforgettable experience.”
Head to Heineken's YouTube channel for the full video.
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Source: BevNET