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 for the leading professional padel tour, marking its entry into the rapidly growing sport of padel [1][6] Company Overview - Heineken® 0.0 aims to enhance quality socializing through its partnership with Premier Padel, aligning with the sport's vibrant social community and appeal to wellness seekers [2][6] - The brand is committed to creating engaging experiences that connect players and fans, emphasizing the importance of in-person interactions and balanced lifestyles [3][4] Industry Context - Premier Padel has seen significant growth, featuring 24 tournaments across 16 countries in 2025, including its first tournament in the US, and plans to expand into Asia in 2026 [3][7] - The sport has attracted over 600 players from 29 countries, highlighting its role as a platform for international growth and diversity [3][7]