Premier Padel continues to reach major milestones. The professional circuit has just announced a historic agreement with Heineken 0.0, which will become from 2026 the global beer partner of the TourA multi-year alliance that marks both Heineken's return to sports sponsorship and confirmation of the global status of padel.
An iconic brand for a booming sport
After Champions League and Formula 1, Heineken is now partnering with a new emerging giant: padel. For Bram Westenbrink, Global Commercial Director of Heineken, “padel reflects better than any other sport the social spirit we share: enjoying ourselves together, on and off the court.”
Heineken 0.0 sees in padel a natural field of expression, between energy, friendliness and inclusion. A coherent choice, when we know that many players play padel for its social aspect, often extending the experience with a moment of sharing after the match.
Premier Padel attracts the biggest brands
For David SuggenCEO Premier Padel, “The arrival of a brand as iconic as Heineken is a powerful statement. It confirms the circuit’s appeal and the historic moment our sport is experiencing.”
With 24 tournaments in 16 countries in 2025 and an expansion planned towards Asia and North America, Premier Padel stands out as a global sports product. More than 600 players from 29 nationalities now participate in the circuit, a symbol of its diversity and international scope.
A long-term strategic alliance
This agreement is not limited to commercial visibility. Heineken and Premier Padel hear create shared experiences : tournament events, sustainable initiatives, moments of conviviality for fans and players.
Above all, this sustainable collaboration positions padel alongside the major disciplines of world sport. For Heineken, it is a bet on the future. For Premier Padel, a final validation of its international strategy and its ability to attract sports marketing giants.
I discovered padel directly during a tournament, and frankly, I didn't really like it at first. But the second time, it was love at first sight, and since then, I haven't missed a single match. I'm even ready to stay up until 3am to watch a final of Premier Padel !
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