Premier Padel, the world’s elite padel tour, has announced a new Spain-focused partnership with alcohol-free gin brand Seagram’s 0.0%.
Through the deal, the brand, owned by French wine and spirits group Pernod Ricard, will serve as an official sponsor for the four Spanish events on the Premier Padel calendar.
Premier Padel’s third-tier P2 class events in Sevilla and Malaga, Andalucía, its second-tier P1 class event in the Community of Madrid, and its season-ending Tour Finals in Barcelona, Catalonia, will all be sponsored by Seagram’s 0.0% through the tie-up.
Seagram’s 0.0% will activate in and around the events both on and off the court, as well as becoming the sole official sponsor of the post-tournament closing parties for each of the four sponsored events.
The Seagram’s 0.0% new partnership with the tour will first be seen at the upcoming Sevilla Premier Padel P2, which will take place between April 29 and May 5.
Pernaud Ricard entered Seagrams 0.0% into Spain in January 2023 as its first no-alcohol product in the country, serving as an alcohol-free alternative to the long-running Seagram’s brand.
Spanish advertising laws prohibit the advertising of spirits with an alcohol content of above 20%, and the broadcast of lesser-strength alcoholic beverages may only occur between 8:30 pm and 6am, making zero-alcohol gin a more commercially viable solution for advertising purposes.
In 2022, Premier Padel hired sports marketing agency Octagon to run its Madrid P1 tournament.
Joan Cusco, president of Octagon Spain, stated of the newly announced partnership: “The Seagram’s 0.0% brand has worldwide recognition and projection that helps us position ourselves in a global exhibition area.
“That [Seagram’s 0.0%] are our partners, in addition to guaranteeing us responsible fun at our events, consolidates us as what we want to be: international reference tests.”
Other high-profile Premier Padel this year include energy drink brand and media company Red Bull, padel court provider MejorSet, and sports equipment company Wilson.
The 2024 Premier Padel series, which began in Riyadh, Saudi Arabia, in February, is the first under its new-look expanded format and will travel across 18 countries for 25 tournaments.
