Heineken has announced a multi-year partnership with Playtomic, the global padel booking platform. The agreement gives the brewer access to Playtomic’s user base across 66 countries and introduces a new feature called Open Matches by Heineken 0.0. This initiative will connect players who have not previously met, encouraging social interaction through sport. The activation is set to launch in December at a public pop-up court at the Moll de Barcelona in Spain.
Elevating connections through padel
Heineken’s chief commercial officer, Bram Westenbrink, emphasized the broader vision behind the collaboration. “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,” Westenbrink said. He added, “Together, we’re building opportunities for players to meet and celebrate authentic moments in an environment that is rapidly growing around the world.”
Strategic shift in sports marketing
The partnership with Playtomic reflects Heineken’s evolving sports marketing strategy. Just last month, the company signed a sponsorship deal with Premier Padel, making Heineken 0.0 the “global beer partner” of the tour. Shortly after, Heineken confirmed that it will end its long-standing sponsorship of the UEFA Champions League in August 2027, signaling a shift in focus toward emerging sports and new audiences.
By aligning with padel, one of the fastest-growing sports worldwide, Heineken aims to strengthen its presence in a dynamic and expanding community. The collaboration with Playtomic highlights the brand’s commitment to fostering authentic connections, promoting non-alcoholic options, and engaging with a new generation of sports fans.
