● Heineken® 0.0 has announced Serena Williams as its new global ambassador in a multi-year partnership.
● To launch the partnership, Serena stepped back on court to surprise unexpecting padel players with a game followed by a post-match Heineken® 0.0 to celebrate the social side of the game.
● Heineken® 0.0 Becomes Official Sponsor of Premier Padel in South Africa as Pretoria Hosts Pro Padel Tour for the First Time from 26 July to 2 August 2026.
21 April, South Africa: Heineken® 0.0 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.
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.
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.”
To amplify the social spirit of padel, Heineken® 0.0 confirms its role as an official sponsor of Premier Padel, the world’s leading professional padel tour, with the tour making a landmark arrival in South Africa this July. The Pretoria leg, from 26 July to 2 August 2026, marks a first for the country, underscoring Heineken® 0.0’s commitment to growing padel’s social, active culture across the region.
Alex Drake, Heineken® Brand Director South Africa, “We’re thrilled to welcome Premier Padel to South Africa with Heineken® 0.0 as an official sponsor. The Pretoria tournament will bring the professional sport closer to South Africans and showcase its vibrant social energy. We look forward to welcoming players and fans from across the region to a world‑class tournament with premium brand activation experiences.”
For updates, ticketing details, and exclusive content, fans can connect with Heineken® via Instagram, X and Facebook. #HeinekenSA
About HEINEKEN®:
HEINEKEN® is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing 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 employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN® has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).
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