Heineken and Playtomic, the international padel booking platform, have established a multi-year partnership. The deal adds a new product called Open Matches by Heineken 0.0 and grants the brewer access to Playtomic’s user base in 66 countries. This program will foster social connection through sport by bringing together players who have never met before. In December, a public pop-up court at the Moll de Barcelona in Spain will host the activation.
Increasing relationships with padel
Bram Westenbrink, the chief commercial officer of Heineken, highlighted the partnership’s overarching goal. “This partnership is more than just a sports sponsorship for Heineken 0.0; it’s about elevating the way people connect with padel on the court and with Heineken after matches,” stated Westenbrink. “Together, we’re creating opportunities for players to connect and celebrate real moments in a rapidly expanding global environment,” he continued.
A change in strategy for sports marketing
Heineken’s changing approach to sports marketing is reflected in the collaboration with Playtomic. Premier Padel and the firm just inked a sponsorship agreement last month, making Heineken 0.0 the tour’s “global beer partner.” Heineken said shortly after that it will discontinue its long-standing sponsorship of the UEFA Champions League in August 2027, indicating a change in emphasis toward new sports and 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 partnership with Playtomic demonstrates the brand’s dedication to building genuine relationships, advocating for non-alcoholic beverages, and interacting with a new generation of sports enthusiasts.