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 worlds 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 0.0s 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.
For me, its always about showing up as my best self. Partnering with Heineken 0.0 reflects the kind of intentional choices I make every day; its a no-alcohol option that still lets me stay active, keep moving, and connect with new people. Whether Im on the padel court or off, I love that I dont have to compromise.
Serena Williams, Heineken 0.0 Ambassador
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 reflect 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.
Nabil Nasser, Global Head of Heineken Brand
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.
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.
Celine Thom, one of the lucky players surprised in Miami
To find out more and keep up with the story, visit https://youtu.be/Ei4G0xJHftA.
Media contact
heinekensponsorship@wearetheromans.com
About Playtomic
Playtomic is the worlds largest community for racket sports clubs and players. Through its app, users can search and book courts for padel, tennis, or pickleball, connect with new players, find opponents, join groups, and improve their game. Supporting a vibrant and active community of racket sports enthusiasts, Playtomic is now present in over 66 countries and trusted by more than 4.7 million players across 6,000+ partner clubs worldwide.
About Open Matches by Heineken 0.0 on Playtomic
Last year, as part of its growing presence in padel, Heineken 0.0 partnered with Playtomic, the worlds largest global racket sports booking platform and community. The partnership introduced Open Match by Heineken 0.0 – an evolved version of Playtomics signature feature, designed to help padel players meet new people and elevate their playing experience, while solving the common challenge of not having enough players for a match. Through Open Match by Heineken 0.0, participants are rewarded with Heineken 0.0 or Heineken promotions after the match, enhancing the social moments that naturally follow a game of padel. The brand is also amplifying the feature by rewarding players willingness to step out of their comfort zone, surprising Open Match by Heineken 0.0 participants with surprise guests appearances – known as Unexpected Doubles – to give them the match of a lifetime.
About HEINEKEN
HEINEKEN is the worlds pioneering beer company. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken brand, the Group has a portfolio of more than 340 international, regional, local, and specialty beers and ciders. With HEINEKENs over 87,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution, and focused cost management. Through Brew a Better World, sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants, and other production facilities in more than 70 countries. The most recent information is available on our Companys website; follow us on LinkedIn and Instagram.
