Nadal says cheers to Amstel in three-year deal
Amstel, the Dutch beer brand of renowned brewer Heineken, has signed up Spanish tennis star Rafael Nadal as a global ambassador.
Under the deal announced today Nadal will serve as a global brand ambassador for the Amstel Ultra and Amstel 0.0 ranges for three years, until 2024.
In what is Nadal's first partnership with a beer brand, the player will feature in a variety of global marketing activities, set to launch in the coming months.
Nadal said: “I am very happy to be teaming up with Amstel Ultra over the next few years. This past year has been challenging for all of us and there has never been a more important moment to find balance in our lives.
“Being a professional tennis player and always travelling around the world, I live an extremely active and busy life. But at the same time, I always make time to enjoy moments with those close to me when I can. I believe that everybody must be able to find the right balance that works for them and the Amstel Ultra and Amstel 0.0 range complement this perfectly.”
Nadal will appear in Amstel Ultra and Amstel 0.0 TV spots, digital and out-of-home advertising.
In addition, as part of the tie-up with Amstel 0.0, the alcohol-free beer, Nadal will help highlight the importance of drinking responsibly and in moderation as part of Heineken’s wider Brewing a Better World ambition.