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 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 the Open Match by Heineken® 0.0 feature on Playtomic. Captured by hidden camera expert director Andrew Lane, the players had no idea their fourth partner would be a 23-time Grand Slam champion.
The creative concept – ideated by creative agency LePub and supported by The Romans which leads on global PR – centers on the power of ‘Unexpected Doubles’ as a platform to spark new spontaneous social connections and experience a more refreshing way to connect, both on and off the court.
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 and 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 many 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.”
To find out more and keep up with the story, visit https://youtu.be/Ei4G0xJHftA.
