Heineken 0.0 enters global partnership with Premier Padel
Heineken 0.0 has announced a new global partnership with Premier Padel, marking its debut in the fast-growing world of professional padel. From 2026, the alcohol-free beer will become the official Global Beer Partner of the tour.
The deal sees Heineken 0.0 extend its global sponsorship portfolio, with plans to activate at Premier Padel events worldwide. The brand aims to tap into padel’s strong social appeal, with more than 70% of players reportedly citing the social aspect as their main reason for playing — often enjoying a beer together after matches.
Bram Westenbrink, chief commercial officer at Heineken, said: “For Heineken 0.0, joining the world of padel is about more than the matches on the court, it’s about the community that surrounds it and staying connected with today’s evolving lifestyle needs. More than ever, people are thirsty for in-person experiences, and balance.
“With that in mind, we are committed to creating exciting and fresh ways to bring people together through our strategic sponsorships like this one. Whether it’s cheering on the pros, playing with new people, keeping a well-balanced routine, or sharing refreshing post-match beers, Heineken 0.0 and Premier Padel will be serving up a collection of unforgettable shared experiences.”
Padel’s global growth
Premier Padel chief executive officer David Sugden described the agreement as a “powerful signal” for the sport.
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“This partnership is a powerful signal and statement that now is padel’s moment,” he said. “When one of the world’s most iconic and respected brands – Heineken – partners with the world’s leading professional tour, Premier Padel, for its first venture into a new global sport – it underlines the incredible momentum behind our sport, and the Tour.”
Sugden added: “Padel’s global rise is creating fantastic commercial, sporting and fan-focused opportunities, and together with Heineken 0.0 we’ll continue showcasing just how vibrant, compelling and global this sport has become – and with so much more to come.”
The 2025 Premier Padel season features 24 tournaments across 16 countries, including its first in the United States. Plans for 2026 include expansion into Asia. More than 600 players from 29 countries have competed in the tour’s men’s and women’s competitions this year, highlighting its rapid international growth and diversity.
A global platform
With distribution in over 190 countries, Heineken 0.0 will be able to connect with padel fans around the world through the partnership. The brand said the collaboration reinforces its focus on “quality socialising” and complements the sport’s dynamic, inclusive community.
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