Heineken® 0.0 signs global partnership with Premier Padel, marking its debut in the world’s fastest-growing sport

Core Insights - Heineken 0.0 has announced a global partnership with Premier Padel, becoming the Global Beer Partner starting in 2026, aligning with the sport's growing popularity and social aspects [2][3][6] Company Overview - Heineken 0.0 aims to enhance quality socializing through its partnership with Premier Padel, which is recognized as the leading professional padel tour globally [2][9] - The brand's commitment to creating engaging social experiences is reflected in its strategy to connect with the padel community, which values social interaction [3][4] Industry Context - Padel is identified as the world's fastest-growing sport, with significant commercial and fan engagement opportunities, as evidenced by the 24 tournaments held across 16 countries in the 2025 season [6][9] - The sport's expansion includes plans to enter new markets, such as Asia, and has already attracted over 600 players from 29 countries in its competitions [6][9]