Heineken has penned a “multi-year” sponsorship arrangement with Premier Padel, seeing its non-alcoholic extension become the “global beer partner” of the padel tour.
The tie-up will see Heineken 0.0 feature at Premier Padel events worldwide, including on-site activations and brand integrations across tournaments. The marketing tie-up will begin next year, with the schedule due to be announced closer to its commencement.
During the 2025 season, which included a visit to the US for the first time, the padel tour featured 24 tournaments across 16 countries. Expansion into Asia is scheduled for next year.
In August, the group launched limited-edition ‘L0VE.L0VE’ cans for Heineken 0.0 across the US, aligning the rollout with the 2025 US Open.
