Follow-up: Heineken 0.0 x Serena Williams + Pro Padel Tour Pretoria

Heineken® 0.0 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” teammate for a game they had booked through the Open Match by Heineken® 0.0 feature on a 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.

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.”

To amplify the social spirit of padel, Heineken® 0.0 confirms its role as an official sponsor of Premier Padel, the world’s leading professional padel tour, with the tour making a landmark arrival in South Africa this July. The Pretoria leg, from 26 July to 2 August 2026, marks a first for the country, underscoring Heineken® 0.0’s commitment to growing padel’s social, active culture across the region.

Alex Drake, Heineken® Brand Director South Africa, “We’re thrilled to welcome Premier Padel to South Africa with Heineken® 0.0 as an official sponsor. The Pretoria tournament will bring the professional sport closer to South Africans and showcase its vibrant social energy. We look forward to welcoming players and fans from across the region to a world‑class tournament with premium brand activation experiences.”

For updates, ticketing details, and exclusive content, fans can connect with Heineken® via Instagram, X and Facebook. #HeinekenSA