Serena Williams enters padel court as new Heineken 0.0 ambassador

To launch the multi-year partnership, Serena surprised unexpecting padel players in Miami with a game followed by a post-match Heineken 0.0.

Author

Jonathan Dyson
April 24, 2026

Non-alcohol beer brand Heineken 0.0 has announced tennis legend Serena Williams as its new global brand ambassador, launching a multi-year partnership designed to tap into the social appeal of padel.

Widely recognised as one of the greatest athletes of all time, Serena – who retired from professional tennis in September 2022 – has embraced padel in recent years.

Heineken says the partnership “celebrates the joy of connecting with others through one of the world’s fastest-growing social sports, padel”.

The company adds that Serena’s “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’ teammate 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,” Heineken said.

Serena Williams joined as a last-minute ‘stand-in’ teammate with padel players who had booked through the Open Match by Heineken 0.0 feature on Playtomic. Image credit: Heineken.

The initiative marked 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 can be rewarded with guest appearances.

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.”

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