Amstel ULTRA serves up international partnership with tennis star, Rafael Nadal
In his first beer partnership, Rafael Nadal Amstel will represent ULTRA and Amstel 0.0 for the next three years as the brands expand into new markets worldwide
Amstel ULTRARafael Nadal, the premium low-carb, low-calorie light beer, has recruited tennis legend Rafael Nadal as a global ambassador for its growing lifestyle product offering, including Amstel ULTRA and Amstel 0.0.
With the three-year contract, which marks Nadal’s first partnership with a beer brand, the tennis star will support the further expansion of the Amstel brands into new markets around the world to create more choice for consumers and enable them to find a beer that suits theirs active beer suits and balanced lifestyles.
In the partnership until 2024, Amstel ULTRA and Amstel 0.0, Rafael Nadal, will be featured in a series of global marketing activities to be launched in the coming months. The creative focus should be on how Amstel’s lifestyle range fits into his balanced lifestyle. Since he has been on the global Grand Slam race track, he has inspired and influenced people all over the world with his passion and striving to be the best.
Rafael Nadal will also be an ambassador for Amstel 0.0, helping to highlight the importance of moderation and responsible consumption as part of HEINEKENS ‘general drive to create greater choice for consumers in the zero alcohol category.
“We are very happy to welcome Rafa to the Amstel family. Rafa is known not only for his incredible achievements on the tennis court, but also for his active and balanced lifestyle, ”said Malgorzata Lubelska, Senior Director International Brands & Craft.
“This makes him the perfect partner for our growing range of Amstel lifestyle products, including Amstel ULTRA, Amstel ULTRA Seltzer, Amstel Malta ULTRA and Amstel 0.0. Together with Rafael Nadal, we will continue to develop the Amstel ULTRA brand as this category continues to grow and help reinforce the important message of moderation and responsible consumption through choice. “
“I am very excited to be working with Amstel ULTRA over the next few years,” said Rafael Nadal.
“The past year has been a challenge for all of us and there has never been a more important moment to find balance in our lives. As a professional tennis player and always traveling the world, I live an extremely active and busy life. At the same time, I always take the time to enjoy moments with people around me when I can. I believe everyone needs to be able to find the right balance that will work for them and the Amstel ULTRA and Amstel 0.0 ranges complement this perfectly.
Over the next three years, Nadal will be showing ULTRA and Amstel 0.0 TV spots for digital and outdoor advertising in Amstel.
