Heineken® 0.0 Becomes Global Beer Partner of Premier Padel

Heineken® 0.0 has announced a global partnership with Premier Padel, becoming the official Global Beer Partner of the world’s leading professional padel tour starting in 2026.

Celebrating the sport’s vibrant, social DNA, Heineken® 0.0 will activate across Premier Padel events worldwide, connecting with fans and players who see padel as a shared lifestyle experience.

With over 70% of players citing social connection as their main motivation for playing, the partnership aligns naturally with Heineken® 0.0’s ethos of balance, community, and celebration.

Commenting on the partnership, chief commercial officer of Heineken®, Bram Westenbrink, said: “Joining the world of padel is about more than the matches it’s about community, connection, and modern lifestyles.”

“Together with Premier Padel, we’ll serve up unforgettable shared experiences that combine sport, balance, and refreshing enjoyment,” Westenbrink said.

Expressing his enthusiasm about the partnership, Premier Padel CEO, David Sugden, called the deal a powerful signal that now is padel’s moment.

“When one of the world’s most iconic brands partners with our global tour, it shows just how far the sport has come—and how much more is ahead,” Sugden added.

Premier Padel’s 2025 season featured 24 tournaments across 16 countries, including its first U.S. event, with plans to expand into Asia in 2026. More than 600 players from 29 nations competed, highlighting the tour’s international growth and inclusivity.

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