Serena Williams has been unveiled as the new global ambassador for Heineken 0.0, as the brand steps up its focus on social sport occasions and no-alcohol consumption.
The multi-year partnership centres on padel, one of the fastest-growing participation sports globally, with the brand positioning its 0.0 variant as a natural choice for consumers seeking moderation without compromising on social experiences.
To mark the launch, Williams surprised players at a padel court in Miami, joining a match booked via the Open Match by Heineken 0.0 feature on booking platform Playtomic. The unannounced appearance forms part of a new ‘Unexpected Doubles’ activation, designed to reward players who book open matches with surprise guest partners.
Following the match, players connected over a Heineken 0.0, reinforcing the brand’s messaging around post-activity social moments and mindful drinking occasions.
“For me, it’s always about showing up as my best self,” Williams said. “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.”
The activation highlights Heineken 0.0’s ongoing strategy to align with active, social lifestyles, tapping into growing consumer demand for alcohol-free alternatives within sport and leisure environments. The brand is also leveraging partnerships with digital booking platforms such as Playtomic to create experiential touchpoints that extend beyond traditional retail.
“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 reflect 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,” Heineken’s global head of brand, Nabil Nasser, said.
“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.”
Further ‘Unexpected Doubles’ moments are planned throughout the year, including opportunities for consumers to play alongside other brand ambassadors, as Heineken 0.0 looks to deepen engagement with the growing community of recreational padel players.
Last year, Heineken 0.0 has announced a global partnership with Premier Padel – the world’s leading professional padel tour – becoming its Global Beer Partner from 2026.