Heineken 0.0 has announced a landmark global partnership with Premier Padel – the world’s leading professional padel tour – becoming its Global Beer Partner from 2026.
The deal marks Heineken 0.0’s latest expansion in sport sponsorship, tapping into the world’s fastest-growing sport and its strong community of wellness-minded, social players. The brand plans to activate across Premier Padel events worldwide, celebrating padel’s reputation as a vibrant and sociable sport.
Research shows that more than 70 per cent of padel players take part for the social experience and often continue to socialise after matches – making the partnership a natural fit for Heineken 0.0.
“For Heineken 0.0, joining the world of padel is about more than the matches on the court – it’s about the community that surrounds it and staying connected with today’s evolving lifestyle needs,” Bram Westenbrink, Chief Commercial Officer at Heineken, said.
“More than ever, people are thirsty for in-person experiences, and balance. With that in mind, we are committed to creating exciting and fresh ways to bring people together through our strategic sponsorships like this one.”
Premier Padel CEO David Sugden added: “This partnership is a powerful signal that now is padel’s moment. When one of the world’s most iconic and respected brands – Heineken – partners with the world’s leading professional tour, it underlines the incredible momentum behind our sport.”
During the 2025 season, Premier Padel staged 24 tournaments across 16 countries, including its first in the US, and plans to expand further into Asia in 2026. The tour has seen over 600 players from 29 countries compete in men’s and women’s events, driving the sport’s rapid international growth.
The collaboration will give Heineken 0.0 an opportunity to connect with millions of padel fans and players worldwide, reinforcing its message of quality socialising and moderation. With the brand available in more than 190 countries, Heineken 0.0 says players and fans everywhere will be able to enjoy a refreshing, alcohol-free beer as part of the padel experience.