Heineken - recently named Serena Williams as the global ambassador for Heineken 0.0 in a move aimed at accelerating the brand's presence in padel, one of the fastest-growing recreational sports worldwide and a new arena for social, alcohol-free occasions.
- In short: Serena surprised amateur players in Miami as part of the new "Unexpected Doubles" activation that ties Heineken 0.0 to active, social moments on and off the padel court.
Why Serena? The surprise that turns courts into brand moments
The partnership positions Heineken 0.0 around social activity and new experiences, leveraging Serena Williams’ transition to padel as a symbol of staying active without alcohol. To launch the deal, Serena entered amateur matches in Miami using Playtomic’s “Open Match” feature, then joined players for social moments featuring the non-alcoholic beverage. Learn more about the Playtomic platform on Playtomic’s site.
The activation is the first of several planned under the “Unexpected Doubles” concept, which will stage surprise ambassador appearances at courts worldwide to turn matches into direct brand touchpoints.
“For me, it’s always about showing up as the best version of myself. Partnering with Heineken 0.0 reflects the intentional choices I make every day; it’s an alcohol-free option that still lets me stay active, keep moving and connect with new people. Whether on the padel court or off it, I love that I don’t have to give anything up.” — Serena Williams
Context and impact: what this means for padel and brand strategy
Heineken frames the move as a long-term sports strategy that expands partnerships with digital platforms and sporting communities. The collaboration with Playtomic—already active in more than 60 countries and connecting millions of players and clubs—lets the brand scale activations quickly across key markets.
Padel’s rapid expansion across Europe and Latin America has made it an attractive channel for lifestyle marketing. By marrying surprise in-person activations with a non-alcohol product, Heineken 0.0 aims to capture post-game social occasions while aligning with health-conscious consumption trends.
What do you think? Will this blending of celebrity, sport and alcohol-free branding change how you view non-alcoholic products at social sports events? For more details, check out our sports section.