Noted tennis fan Shakespeare once wrote “A quart of ale is a dish for a king.”
The king of clay is now king of chill.
Rafael Nadal has signed a three-year endorsement deal to serve as Amstel ambassador.
Financial terms of the three-year deal, which runs through 2024, were not disclosed.
This new role—the 20-time Grand Slam champion’s first with a beer brand—will see the Spanish superstar promote the global expansion of Amstel brands.
Known for his love of celebrating championships spraying celebratory champagne, Nadal will star as the face of several of Amstel’s low-calorie, low-alcohol & non-alcohol options including: Amstel ULTRA, Amstel 0.0, which is the brand’s non-alcoholic beer available in 10 countries, including Spain, Netherlands & Russia, Amstel ULTRA Seltzer and Amstel Malta ULTRA, which is a premium non-alcoholic, light malt drink with no added sugar.
In the new TV and online ads, the two-time Olympic gold-medal champion will help highlight the importance of moderation and responsible alcohol consumption.
During the pandemic, Nadal said he spent some in isolation thinking about finding the right balance in life—and his commitment to celebrating special moments with family, friends and some cold ones.
“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,” Nadal said. “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.”
Photo credit: Amstel Ultra