The top-tier Premier Padel tour has announced a new long-term partnership with Fanatics, the international e-commerce and merchandising giant.
Through the multi-year agreement, Fanatics has been named as a master licensee of the competition, covering e-commerce, in-venue retail, wholesale, product, and memorabilia.
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The company will operate the official online Premier Padel store, with products also available across Fanatics’ global e-commerce ecosystem.
The range includes Bullpadel racquets, footwear, bags, and performance apparel.
Fanatics will also run in-venue retail at Premier Padel events as part of the partnership, beginning with the season-ending Premier Padel Finals in Barcelona this December.
Ahead of that, a Premier Padel pop-up shop will open inside French soccer giants Paris Saint-Germain’s store in central London during the Premier Padel P1 event there in August.
David Sugden, CEO at Premier Padel, said: “Fanatics gives us the global platform and expertise to create a stronger retail experience online and at our events.
“Padel is also a lifestyle and social movement for fans – and this landmark partnership between Premier Padel and Fanatics will be fantastic in building community and fan connections with the tour locally and globally."
Stephen Dowling, international president at Fanatics, added: “Padel is one of the most exciting growth stories in global sport, and Premier Padel is the clear leader in that story.
“We're bringing our full commerce capabilities to the sport for the first time, from the official store through to in-venue retail at events like the finals in Barcelona, and we’re excited about some of the great product that is going to be available to Padel players and fans across the world.”
Premier Padel joins a list of major sports properties under the Fanatics stable, including the US' NFL, NBA, MLB, NHL, and Formula 1.
In terms of recent commercial activity, Premier Padel partnered with luxury Swiss watch brand Audemars Piguet in May, and with wearable fitness tech brand Whoop in March.
