Heineken become the global drinks partner for Premier Padel from 2026
The rise of professional padel has been unmatched. In 2023, professional padel was worth €2 billion, and that number is estimated to rise by the end of 2025.
The sport’s top players are becoming icons in their own right, and major brands are noticing.
The Spanish padel equipment NOX received a recent €1.9 million investment from Oaskley Capital.
Millions are being poured into the fastest growing sport, and Heineken is the latest to toss their hat into the glassed ring.
Here, Sports News Blitz’s Vanely Barumire explores the deal.
Heineken join the Padel family
Inescapable during the Champions League, Heineken has been the long-standing drink and face of the football competition for years.
And now, the brand is setting its sights on the future with padel on the horizon.
In an official statement, Heineken and Premier Padel announced their partnership. Heineken 0.0 will become the ‘global beer partner’ of Premier Padel from 2026.
This is “a historic global partnership with Premier Padel, the main professional padel tour in the world. The partnership will make Heineken® 0.0 the Global Beer Partner of Premier Padel and strengthen its position in the fastest-growing sport in the world.
“Heineken® 0.0, a champion of quality socialising, will celebrate the lively social DNA of padel by being active at Premier Padel events starting in 2026.”
READ MORE: What Spain’s dominance in Padel says about football’s debate between culture and investment
Padel on the rise
This marks another stepping stone for padel in its momentous rise. In less than five years, the sport has gone from a favourite pastime to an organised and relished event spanning multiple countries.
Despite only being launched in 2022 from a partnership between FIP and Qatar Sports Investments, Premier Padel has seen global brands sponsor the tournament.
Red Bull was the first big name to enter the sport, and a few years later, Heineken has followed suit.
“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.
“More than ever, people are thirsty for in-person experiences, and balance. With that in mind, we are committed to creating exciting and fresh ways to bring people together through our strategic sponsorships like this one.
“Whether it’s cheering on the pros, playing with new people, keeping a well-balanced routine, or sharing refreshing post-match beers, Heineken® 0.0 and Premier Padel will be serving up a collection of unforgettable shared experiences.; says Bram Westenbtink, Heineken’s Chief Commercial Officer.
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A powerful statement
For Premier Padel, “This partnership is a powerful signal and statement that now is padel’s moment. When one of the world’s most iconic and respected brands - Heineken - partners with the world’s leading professional tour, Premier Padel, for its first venture into a new global sport - it underlines the incredible momentum behind our sport, and the Tour.
“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 - and with so much more to come”, according to David Sugden, CEO of Premier Padel.
This new partnership will certainly not be the last for padel. The sport is growing and expanding exponentially, and global brands are not only noticing but also wanting to be a part of it.
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