Serena Williams returns to the court as new Heineken 0.0 global ambassador, celebrating the social spirit of padel

• Heineken 0.0 has announced Serena Williams as its new global ambassador in a multi-year partnership
• To launch the partnership, Serena stepped back on court to surprise unexpecting padel players with a game followed by a post-match Heineken 0.0
• This is the first of more surprises that Heineken 0.0 plans to bring padel players across the world this year

AMSTERDAM, April 21, 2026 (GLOBE NEWSWIRE) -- 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.”