Dutch brewing giant Heineken has made its first venture into padel by agreeing a global partnership with Premier Padel, the racket sport’s official professional tour.
In the landmark move, Heineken® 0.0 will become the tour’s global beer partner, with activations starting at tour events in 2026.
The deal, the value of which remains undisclosed, links Heineken® 0.0’s non-alcoholic positioning to padel’s social culture, with more than 70 per cent of players saying they play for the social experience and often continue to socialise after matches, frequently over a beer.
Bram Westenbrink, chief commercial officer, 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.”
Widely regarded to be the world’s fastest growing sport, padel can count two-time Wimbledon champion Sir Andy Murray amongst its biggest fans.
More than 600 players from 29 different countries have competed in Premier Padel’s men’s and women’s competitions during 2025. During the 2025 season, the tour featured 24 tournaments across 16 countries, holdings its first tournament in the USA. 2026 sees plans to expand the tour to new regions including Asia.
David Sugden, chief executive officer at Premier Padel, said: “This partnership is a powerful signal and statement that now is padel’s moment. 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.
“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.”
The beer brand is a prominent sponsor in sports being a long-term backer of the UEFA Champions League and Formula 1.
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