Serena Williams has entered into a multi-year partnership with Heineken for its non-alcoholic beer brand, Heineken 0.0. This collaboration highlights Williams' continued influence in the sports marketing arena and reflects the growing trend of brands seeking endorsements from prominent athletes to promote healthier lifestyle choices.
Heineken signs Serena Williams as global ambassador for 0.0 – video Last updated: 22/04/2026 at 7:24 PM By Jessica Broadbent 21 April 2026 1 Min Read The tennis star’s debut for Heineken 0.0 sees her stepping onto the padel court to surprise unsuspecting players with a game. SHARE Heineken has signed tennis champion Serena Williams as a global ambassador for the non-alcoholic extension of its namesake beer. The brewer has secured Williams for a “multi-year partnership” centred around emerging racquet sport padel. Her debut for Heineken 0.0 sees her surprise padel players in Miami with a game, caught by hidden cameras. The one-minute-46-second video ( below ) features WIlliams playing against teams that booked court space through the Heineken-sponsored feature on app Playtomic. Heineken 0.0 entered into a “multi-year” tie-up with the padel booking platform in November . Heineken said Williams’s appearance would be “the first of more opportunities” to play padel against Heineken 0.0 ambassadors. Further activations under the campaign, ‘Unexpected Doubles’, are planned “across the world this year”. In other recent marketing moves, Heineken released details last week of a worldwide campaign for Amstel , employing a documentary photography style for the brand’s latest advert. ‘Heineken sees this as a necessity in the current world – if we don’t do it, then somebody else will’ – Heineken chief AI officer Surajeet Ghosh speaks to Global Drinks Intel TAGGED: Heineken By Jessica Broadbent Jess joined Global Drinks Intel as deputy editor in January 2026 following a stint as a freelance journalist in Panama. She was previously deputy editor at Just Drinks. She has bylines in other industry titles including The Buyer, Fine Lees and Just Food, and has been a sub-editor at The Daily Mail. Previous Article What should a drinks award actually deliver? Next Article Molson Coors Beverage Co hires influencer Livvy Dunne to front Miller Lite campaign The Newsletter Sign up to receive our newsletter email The very latest news from across the world's beverage alcohol industry Cutting-edge intel from our in-depth category & market analyses, backed by benchmark industry data The best insight on your competitors from our interviews with the industry’s leaders Facebook This field is for validation purposes and should be left unchanged. First name Last name (Required) Company Name Email Sign up Follow on Social Linkedin Twitter
Curated by Taleb Kabbara · Source: drinks-intel.com
Heineken
Heineken: Heineken is the brand involved in a multi-year deal with Serena Williams.
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