Serena Williams becomes global brand ambassador for Heineken 0.0

Decorated tennis champion Serena Williams, who retired with 23 Grand Slam singles titles, is the new face of Heineken’s alcohol-free beer, claiming the drink helps her “stay active and keep moving”.

Serena Williams has agreed a multi-year partnership with Heineken 0.0, tied to the increasingly popular sport of padel. The tennis star is not the first celebrity to hit the padel court in the name of drinks as Spiderman actor Tom Holland previously took over London’s Padel Social Club to hold his own padel tournament, connected to his alcohol-free Bero beer.

Graham’s Port also became the official adidas padel tennis tour sponsor in 2023, with the Symington family owned brand providing Port cocktails for padel events including the London Open, held at the LTA’s National Tennis Centre.

Speaking on her partnership with Heineken 0.0, 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.”

Williams coming on board follows Heineken 0.0 becoming official global partner of the Premier Padel tour late last year. Bram Westenbrink, chief commercial officer at Heineken, said that “whether it’s cheering on the pros, playing with new people, keeping a well-balanced routine, or sharing refreshing post-match beers, Heineken 0.0 and Premier Padel will be serving up a collection of unforgettable shared experiences.”

Marketing prowess

To launch the new collaboration Serena surprised unsuspecting padel players in Miami, stepping onto the court as a last-minute “stand-in” team mate for a game they had booked through booking platform Playtomic. Heineken then created images and videos of the group drinking Heineken 0.0 beers with Williams, with the brand asserting that Heineken 0.0 is all about “new experiences, new connections, and a more refreshing social life”.

A key part of the marketing campaign is the Open Match by Heineken 0.0 feature, found on the Playtomic app. Players booking padel courts through the app do so knowing that there could be “surprise guest appearances” by unknown celebrities. Known as “Unexpected Doubles”, the concept will be rolled out in force over the coming months with Williams “the first of more opportunities”, said Heineken.

“We believe the most rewarding moments happen when people stay active, social, and open to new connections – without having to compromise,” said global head of Heineken, Nabil Nasser.

“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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