Heineken 0.0—the alcohol-free version of the forgettable Dutch lager—has named tennis legend Serena Williams as its new global brand ambassador.
They have also launched a multi-year partnership to celebrate the joy of connecting with others through padel.
Williams 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, Williams 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 the round, each group connected post-game over a Heineken 0.0.
The moment brought to life Heineken 0.0’s belief of how rewarding opening ourselves up to new experiences can be.
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 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.”
Heineken, global head, 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.” Nasser added.
