21 April 2026, Amsterdam: 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.
Heineken® 0.0 x Padel
Last year, as part of its growing presence in padel, Heineken® 0.0 partnered with Playtomic, the world’s largest global racket sports booking platform and community. The partnership introduced Open Match by Heineken® 0.0 – a new feature designed to help padel players meet new people and elevate their playing experience, while solving the common challenge of not having enough players for a match.
Through Open Match by Heineken® 0.0 participants are rewarded with Heineken® 0.0 or Heineken® promotions after the match, enhancing the social moments that naturally follow a game of padel. The brand is also amplifying the feature by rewarding players’ willingness to step out of their comfort zone, surprising Open Match by Heineken® 0.0 participants with
surprise guests appearances – known as “Unexpected Doubles” – to give them the match of a lifetime.
Serena’s Heineken® 0.0 Debut – Unexpected Doubles
To launch the partnership and the first Unexpected Doubles moment, Serena joined different padel players throughout the day in Miami, stepping onto the court as a last-minute “stand-in” teammate for a game they had booked through Open Match by Heineken® 0.0.
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.
Building on this moment, the creative concept – ideated by creative agency LePub and captured by hidden camera expert director Andrew Lane, centers on the power of “Unexpected Doubles” as a platform to spark new spontaneous social connections. Via Open Matches, by turning ordinary match-making moments into unforgettable encounters, the idea reframes sport as a gateway to discovery, where the real win isn’t just the match, but who you end up clinking bottles with after. Through playful disruption and culturally relevant surprises, the campaign invites viewers to embrace openness, celebrate the unexpected, and experience a more refreshing way to connect, both on and off the court.
The unexpected moment brought to life Heineken® 0.0 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 Open Match by Heineken® 0.0.
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 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. 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.”
Bruno Bertelli, CEO & CCO LePub Worldwide, added: “With ‘Unexpected Doubles’, Heineken celebrates the magic that sparks when you welcome the unknown. It transforms a simple everyday moment, like booking a game, into something extraordinary, where surprise fuels genuine emotion and shared experiences that feel real, fresh, and socially rewarding. At its core, the idea showcases the power of unpredicted encounters to create lasting impact.”
This surprise is the first of more opportunities that Heineken® 0.0 plans to bring to padel players across the world this year via Open Match by Heineken® 0.0. These will include opportunities to play against other Heineken® 0.0 ambassadors like Serena Williams.
Celine Thom, one of the lucky players surprised in Miami, said: “I booked a padel game via Open Match by Heineken® 0.0 on Playtomic to meet new people and connect with other local padel players, but I never imagined that on a regular Wednesday afternoon I would be playing padel with the legendary Serena Williams! Playing with her was unreal, but having the chance to sit down and connect with her over a beer afterwards made it a truly unforgettable experience.”
