Heineken 0.0 has announced tennis legend Serena Williams as its new global brand ambassador, launching a multi-year partnership that celebrates connecting with others through one of the world’s fastest-growing social sports, padel.
Serena has embraced padel in recent years as a way to stay active while meeting others who share her passion for racket sports.
To launch the partnership, Serena spent a day surprising unsuspecting padel players in Miami, stepping onto the court as a last-minute “stand-in” team mate 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.
This was 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 may be rewarded for their willingness to step out of their comfort zone, with surprise guest appearances.
Williams 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.”
Global Head of Heineken Nabil Nasser 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.
“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, one of the players surprised in Miami, 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.”
