Invented in Mexico in 1969, padel has emerged in this decade as one of the fastest-growing sports globally, with significant developments and investments indicating its rising popularity. The sport, which combines elements of tennis and squash, has seen a surge in participation and professionalization, particularly outside its strongest base in Spain.
Over the past few years, the sport has experienced rapid growth globally, with a total of 50 padel courts in the United Kingdom in 2019, rising to 710 by the end of 2024. This highlights the sport’s rapid expansion.
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Regions including the UK, Italy, the Middle East, and Latin America are experiencing rapid growth in padel participation. Engaging these new participants in the professional side of the sport will be essential for padel to expand its commercial appeal.
The growth of padel is supported by its accessibility, strategic investments in infrastructure, globalization efforts, increased media exposure, and the influence of celebrities. These factors collectively contribute to making padel one of the fastest-expanding sports internationally.
Professionally, the sport has established itself and experienced substantial growth around the world. The World Padel Tour (WPT), Premier Padel, and the International Padel Federation (FIP) World Championships are regarded as padel’s top competitions. With the sport’s popularity increasing, brands have become more eager to capitalize on this boom by partnering with the biggest professional competitions.
Of all the sectors that have invested in sponsorship opportunities in professional padel competitions, the travel and tourism sector invests the largest amount per year. A significant contributor to this is two separate lucrative agreements that Visit Qatar and Qatar Airways have signed.
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By GlobalDataIn October 2024, Visit Qatar agreed to serve as the golden sponsor of the Padel World Championship 2024 edition, worth an estimated $2 million according to GlobalData. On the other hand, Qatar Airways is currently in a two-year deal to serve as title sponsor of the Premier Padel Tour and Premier Padel Finals, as well as the official airline partner of Premier Padel, worth an estimated $1 million per year.
These investments from Qatari brands are not surprising, considering the significant funds invested by Qatar Sports Investments (QSI), a Qatari-government-operated shareholding organization, to acquire the World Padel Tour (WPT) and found a new global Premier Padel tour. With this investment, the state of Qatar now has a significant say in present and future professional padel.
Spain has a close association with the sport, as it is the nation’s second most popular participation sport. With a high participation count and new courts being opened each year, Spanish brands have been major investors in sponsorship opportunities across the professional game. Since 2019, Spanish brands have signed over 80 separate partnerships with padel properties.
The Spanish car brand Cupra has been a major player in the sponsorship landscape of professional padel, having signed various agreements with separate padel competitions. In 2024, the automotive brand sponsored more than 20 international competitions. Notably, Cupra served as the main sponsor of the International Padel Federation, worth an estimated $300,000 per year.
The most lucrative padel sponsorship agreement signed so far in 2025 is the three-year deal between the manufacturer of sports and racing cars, Alpine, and the Paris Major Premier Padel. The agreement, worth $200,000 per year, allows Alpine to serve as the title sponsor of the event.
In conclusion, sponsorships and partnerships are pivotal in the global expansion of padel as the sport looks to develop commercially. Increased funding through sponsorships is crucial for the growth of the padel ecosystem.
Attracting sponsors and generating revenue allows for the promotion of well-known players and events, which can draw public interest and participation. Commercial decision-makers within professional padel should also be committed to using digital platforms to make the sport accessible to sports fans.
The sport’s current media agreement with YouTube is a prime example of how padel is trying to reach a substantial audience and grow an engaged fanbase.
