Former tennis player Serena Williams is “stepping in” as a sponsor for Heineken 0.0 in a new collaboration that “taps into one of the world’s fastest-growing sports: padel,” according to Steve Slocombe of COMPLEX. To launch the agreement, she headed to Miami, where she “surprised a group of unsuspecting players by stepping in as their fourth teammate -- an unexpected moment captured on film as part of Heineken 0.00’s Unexpected Doubles series.” The concept sees players “matched with new partners -- sometimes even global icons -- through the brand’s Open Match feature on the Playtomic app,” with “more surprise moments set to roll out globally.” On the decision to partner with Heineken 0.0, Williams said, “I’m really focused on balance in my life. I’m passionate about staying fit, but also about having fun, and I think this partnership reflects that” (COMPLEX, 4/21).
Serena Williams, Heineken 0.0 team on padel push
