Maria Sharapova, the former tennis champion turned entrepreneur, has joined forces with Stella Artois as the brand’s new global ambassador. The collaboration kicks off with The Perfect Serve, a creative campaign that draws a graceful parallel between Sharapova’s signature tennis serve and Stella Artois’ iconic beer-pouring ritual.
Unveiled just ahead of the major summer tennis season, the campaign was developed in partnership with the agency GUT Miami. At its heart is a 30-second film featuring Sharapova, showcasing the shared values of precision, elegance, and performance — qualities that define both her career and the Belgian beer’s commitment to craftsmanship.
“Stella Artois has always represented quality and refinement, so this partnership feels incredibly natural,” said Maria Sharapova. “Whether it’s delivering the perfect serve on the court or pouring the perfect glass, it’s the small details that make all the difference. I’m thrilled to bring this shared passion for excellence to fans around the world.”
For Stella Artois, the collaboration with Sharapova goes beyond celebrity endorsement. Tim Ovadia, the brand’s Global Vice President, emphasized, “Maria embodies the same pursuit of perfection that drives everything we do at Stella Artois. Her legacy of discipline and grace is a perfect match for our Perfect Serve ritual.”
The campaign also marks a strategic move for the brand, positioning tennis as a key pillar in its global platform that aims to connect with audiences through culturally rich experiences. Branded activations and exclusive content will roll out throughout the tennis season at various Stella Artois-sponsored events.
“Tennis and Stella Artois share a sense of rhythm and refinement that we wanted to bring to life,” said Juan Javier Peña, Chief Creative Officer at GUT Miami. “Each serve—whether it’s from a tennis racket or a beer tap—carries its own beauty, buildup, and reward.”
The Perfect Serve campaign reinforces Stella Artois’ ongoing commitment to premium storytelling and meaningful partnerships, turning the act of enjoying a beer into a refined ritual and a celebration of excellence. With Maria Sharapova onboard, the brand continues to serve up sophistication—one glass at a time.
