Premier Padel, the world’s elite padel tour, has announced a new partnership with global sports and energy drink giant Red Bull.

The multi-year deal, which will last through to the end of the 2027 Premier Padel season, will see Red Bull serve as one of the sport’s main partners as part of a wide-ranging agreement that stretches beyond sponsorship.

Premier Padel has called it the “most significant” partnership in the competition’s history, with Red Bull’s free-to-air streaming platform Red Bull TV to broadcast the tour from its quarter-finals stage through to the finals in select international markets. Premier Padel will retain the rights to rounds 1-3 of each tournament in markets where Red Bull will air those latter stages, broadcasting the initial rounds freely on its YouTube channel.

Furthermore, the media arm of Red Bull will collaborate with Premier Padel to enhance the tour’s production.

Nasser Al-Khelaifi, Premier Padel chair, stated of the deal: “As one of the leading brands in world sport, entertainment, and media, Red Bull will help drive our professional tour to the highest level, founded on amazing player and fan experiences, exciting digital innovations and global brand visibility.

“Red Bull’s investment also demonstrates the fantastic sporting and commercial potential of Premier Padel and the sport of padel generally.”

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The deal was brokered by UK-based sports and marketing agency Pitch International, which has a history with Al-Khelaifi through other ventures he’s a part of, among others media group BeIN, for which he serves as chair and chief executive.

In addition to live coverage, Red Bull will also produce ancillary content for digital and social channels around the padel tour in order to drive consumer growth and fan engagement.

Red Bull’s global chief marketing officer Marcus Weber added: “We are excited to be partnering with Premier Padel. Together, we will grow the sport and support the athletes, driving its progression and fan engagement. We are happy to offer this new and innovative discipline to new viewers and fans all around the world through a complementary content offering across our global media network.”

The partnership will be inaugurated with the beginning of the 2024 Premier Padel season on February 26 in Riyadh, Saudi Arabia.