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.
