Heineken, the Dutch brewing giant, has made its first entry into padel, agreeing a global partnership with the Premier Padel tour.
The multi-year partnership will make Heineken 0.0 the global beer partner for Premier Padel.
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Heineken will activate its sponsorship at events starting in 2026.
The beer brand is a prominent sponsor in sports, most notably as a long-term partner of European soccer’s governing body UEFA for its elite Champions League club competition and motor racing’s Formula 1.
David Sugden, chief executive at Premier Padel, said: “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.”
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By GlobalDataHeineken becomes the latest major brand to partner with Premier Padel. Last year, Qatar Airways, the state-owned national airline carrier, became the title sponsor of the tour (run by Qatar Sports Investments).
The competition’s commercial portfolio also includes Red Bull, Wilson, Bullpadel, Playtomic, MejorSet, Betsson, NTT Data, and Mondo.
During the 2025 season, the Premier Padel tour featured 24 tournaments across 16 countries, holding its first tournament in the US. In 2026, there are plans to expand the tour to new regions, including Asia.
Premier Padel is run by QSI but is governed by the International Padel Federation. The series was merged in 2023 with the World Padel Tour after it was acquired by QSI.
