Serena Williams teams up with Heineken 0.0 to promote padel

Tennis legend Serena Williams has been revealed as the new global brand ambassador of Heineken 0.0 following a multi-year partnership agreement with Heineken.

Focusing on padel, the partnership will see Williams headline various campaigns and advertisements for Heineken 0.0 and work on connecting people through the growing racquet sport.

The partnership was launched through an “Open Match by Heineken 0.0” event in Miami, where Williams surprised a couple of casual padel players as a last-minute stand-in.

On her team-up with Heineken 0.0, Serena Williams commented:

“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, Heineken Brand, added:

“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.”