Heineken announces multi-year partnership with Playtomic, expands padel from grassroots to professional level

Heineken® 0.0 has announced a multi-year partnership with Playtomic, the world’s largest racket-sports community, set to launch with an interactive event in December.

The partnership aims to provide the brands with a fresh approach to connecting padel players by curating bespoke experiences designed to reflect each brand’s shared belief in quality socialising, writes Sports News Blitz’s Shameeka Voyiya. 

A core feature of the partnership will be Open Matches by Heineken® 0.0, an event designed to broaden padel players’ social networks by connecting them to each other, ultimately turning each padel game into a fresh experience. 

The feature will be introduced in December at the launch event, set to take place in Barcelona, where the two brands will unveil a pop-up padel court open to the public. 

With many padel players choosing to participate in the sport to meet new people, the event is set to celebrate the growing cultural presence and social nature of padel. 

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Celebrating padel’s social nature 

“Playtomic’s dedicated and vast community combined with Heineken’s commitment to quality socializing and refreshing beer will create memorable experiences for millions of players everywhere,” said Bram Westenbrink, Chief Commercial Officer for Heineken, in a  press statement.

“Together, we’re building opportunities for players to meet and celebrate authentic moments in an environment that is rapidly growing around the world.”

Socialising is a core characteristic of padel that elevates the sport beyond competitiveness, with many players joining the sport for the social connections it fosters. 

Antonio Robert, Managing Director at Playtomic, noted this when he said: “Padel is the fastest-growing sport, and by far the most social sport of our era.

“With so much potential to spark new connections through a game of padel, we’re delighted to have partnered with a global brand like Heineken® 0.0 who are so focused on helping people find others who share their passions.”

A partnership with a major brand like Heineken is a major milestone for the padel community, with Robert stating: “Heineken® 0.0 has recognised the potential in padel and Playtomic, and we want to turn every moment on and off the court into an experience that brings something new and exciting to padel players across the world.”

Playtomic is the world’s largest community for racket sports clubs and players. 

Through its platform, users can search and book courts for padel, tennis or pickleball, connect with new players, find opponents, join groups and improve their skills.

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