Heineken has officially entered the world of padel by announcing a global partnership with Premier Padel, the leading professional padel tour governed by the International Padel Federation (FIP). Beginning in 2026, Heineken® 0.0 will serve as the Global Beer Partner of Premier Padel, marking a significant expansion of the brand’s sponsorship portfolio.
“Heineken® 0.0 announces the expansion of its global sponsorship portfolio with a historic global partnership with Premier Padel,” the company stated. The collaboration aims to celebrate padel’s vibrant social culture and reinforce Heineken® 0.0’s commitment to quality socializing at major sporting events.
Padel’s growth attracts global attention
The announcement coincides with a landmark week in the padel calendar, featuring the Final 8 of the FIP Euro Padel Cup and the FIP Asia Padel Cup, with over 100 teams from 54 countries. The timing underscores padel’s rapid global expansion and its appeal to major international brands.
FIP President Luigi Carraro welcomed the partnership, emphasizing its significance for the sport. “First of all, I want to congratulate the Premier Padel management: this is great news for the world of padel and for the most important professional tour in the world,” Carraro said. “This partnership with Heineken is another clear sign of how much padel has grown, becoming more attractive not only in sports and entertainment but also as a platform for global brands.”
Heineken’s vision for padel and community
Bram Westenbrink, Chief Commercial Officer of Heineken, explained the brand’s motivation behind the move. “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,” he said. “More than ever, people are thirsty for in-person experiences, and balance.”
Heineken aims to create engaging and inclusive experiences around Premier Padel events, blending sport, social connection, and wellness. The partnership will include activations at tournaments and initiatives designed to bring fans closer to the action.
Premier Padel’s global momentum
David Sugden, CEO of Premier Padel, highlighted the strategic importance of the deal. “This partnership is a powerful signal and statement that now is padel’s moment,” Sugden said. “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.”
With Heineken on board, Premier Padel strengthens its position as a global leader in the sport, and padel continues to evolve into a dynamic platform for competition, entertainment, and brand engagement.
