Heineken has entered its non-alcoholic beer into a “multi-year” partnership with Playtomic, the padel booking platform.
The deal gives Heineken access to Playtomic’s user base in 66 countries and will centre on a new feature, ‘Open Matches by Heineken 0.0’, which connects players who have not previously met. The activation will launch in December at a public pop-up court at the Moll de Barcelona in Spain.
“For Heineken 0.0, this partnership is about more than a sports sponsorship – it’s about elevating the way people connect on the court with padel and after matches with Heineken,” said Heineken’s chief commercial officer, Bram Westenbrink.
“Together, we’re building opportunities for players to meet and celebrate authentic moments in an environment that is rapidly growing around the world.”
The move comes as Heineken adjusts its sports marketing partnerships strategy: it signed a sponsorship arrangement with Premier Padel last month, seeing its non-alcoholic extension become the “global beer partner” of the padel tour. One week following the news, the brewer confirmed it will end its long-standing sponsorship of the UEFA Champions League in August 2027.
