Heineken 0.0 announces Serena Williams as its new global brand ambassador

Heineken® 0.0 has announced tennis legend Serena Williams as its new global brand ambassador, launching a multi-year partnership that celebrates the joy of connecting with others through one of the world’s fastest-growing social sports, padel.

Widely recognised as one of the greatest athletes of all time, Serena has embraced padel in recent years as a way to stay active while meeting others who share her passion for racket sports. Her 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” 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.

The unexpected moment brought to life Heineken® 0.0’s belief of just how rewarding opening ourselves up to new experiences can be; with partners such as Playtomic giving consumers an effortless opportunity to do so through Open Match by Heineken® 0.0.

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.

Serena Williams, Heineken® 0.0 Ambassador 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 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.”

Serena stepping in as the first iconic ‘Unexpected Doubles’ teammate has everyone excited, especially padel players using Open Match by Heineken® 0.0.”

This surprise is the first of more opportunities that Heineken® 0.0 plans to bring to padel players across the world this year via Open Match by Heineken® 0.0. These will include opportunities to play against other Heineken® 0.0 ambassadors like Serena Williams.

Celine Thom, one of the lucky 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.”

Head to Heineken's YouTube channel for the full video.