Serena Williams Signs With Heineken 0.0, Names Coco Gauff as Dream Padel Partner

Serena Williams has a new court — and it's a lot smaller than Wimbledon. The 23-time Grand Slam champion has stepped firmly into the world of padel, landing a major brand deal and making clear she has no intention of fading quietly into retirement.

The Heineken 0.0 Deal

Heineken 0.0 announced Williams as its new global brand ambassador on April 21, launching a multi-year partnership built around padel — one of the world's fastest-growing social sports. To mark the deal, she surprised unsuspecting padel players on court before joining them for a post-match drink.

It's a deliberate fit. Williams said of the partnership: "For me, it's always about showing up as my best self. It's a no-alcohol option that still lets me stay active, keep moving, and connect with new people. Whether I'm on the padel court or off, I love that I don't have to compromise."

Nabil Nasser, Global Head of Heineken, framed the alignment plainly. He said Williams' confidence and love of padel reflect everything the brand stands for: staying in the game and fully enjoying the social moments around it.

Gauff Is Her Pick

Speaking with Sports Illustrated this week, Williams named Coco Gauff as her ideal padel doubles partner. "I would have to have Coco on my team," she said. "She's fast, she's smart, she's fun."

The sport itself has clearly rekindled something in her. "I feel like I have a full workout with half the size of a tennis court," she said. "That competitive drive still feels instinctual."

The admiration between the two runs deep. Gauff has long called Williams the "GOAT of GOATS," and earlier this year, after Gauff smashed her racket during a frustrating Australian Open loss, Williams posted advice on X: "Passion. Caring. Matters. Nothing wrong with hating to lose. Now Coco when you want I can show you how to demolish in one swipe… Serena style."

Life After Tennis

Three and a half years since her 2022 retirement, Williams has settled fully into a different rhythm. She shared Easter photos on Instagram alongside husband Alexis Ohanian and daughters Olympia, 8, and Adira, 2, writing: "I don't share these moments often, but being their mom is my favorite place to be. I'm with them 363 out of 365 days a year — and I wouldn't trade it for anything."

The post drew attention beyond the family moment. Williams has shed at least 35 pounds since Adira's birth and has spoken publicly about using a GLP-1 medication through Ro, a weight loss company in which Ohanian is an early investor and board member. The delayed disclosure of that connection drew criticism at the time, but her recent posts have been met with largely positive reactions.

During a Today appearance earlier this year, she described her daughters' contrasting personalities: "Olympia is so sweet — she's the best big sister. And then the little one, Adira, she's feisty, but she's nice. I mean, I'm obsessed."

The Comeback Question

It refuses to go away entirely. Williams notified the International Tennis Integrity Agency that she is re-entering the International Registered Testing Pool — a required step for any return to active play — before later clarifying she is "not coming back" to professional tennis. She declined to commit either way during her Today appearance, leaving the door conspicuously ajar.

For now, padel has her attention. Williams said of her tennis legacy, reflecting on the era she and Venus created: "She was dominating, and then we came, and we dominated. That must have sucked."