Serena Williams joins the Heineken 0.0 family to promote padel

Tennis icon Serena Williams has been revealed as the new Global Brand Ambassador of Heineken 0.0 following a new multi-year partnership with the focus around growing padel. Williams will headline various campaigns and advertisements for Heineken 0.0 to work on connecting people through padel. The partnership was launched through the Open Match by Heineken 0.0, where Williams surprised a couple of casual padel players in Miami as a last minute stand-in much to their surprise.

Serena Williams, Global Ambassador, Heineken 0.0, 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, 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.”

Celine Thom, lucky fan who met Williams, 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.”