Move over pickleball, there’s a new luxury racket sport in town.
Padel is swiftly becoming the latest upscale sport, drawing attention from luxury brands.
In 2023, sportswear giants like Adidas launched professional padel equipment.
Last year, designer labels such as Prada and Versace introduced branded padel rackets, priced at $2,250 and $1,500, respectively. Earlier this year, Valentino made headlines with a court takeover in Dubai.
While pickleball and padel are often confused, they have distinct differences.
Pickleball is played on a 44 by 20 feet court with a net, whereas padel is played on a larger, enclosed court with walls, similar to squash.
The equipment also varies: pickleball uses a solid paddle and a perforated plastic ball, while padel employs a solid racket and a depressurized tennis ball.
Padel’s popularity is soaring, particularly among affluent communities. Celebrity athletes like Lionel Messi and Serena Williams have recently been seen playing padel.
As the sport gains traction in the U.S., padel clubs and teams are differentiating themselves from pickleball by highlighting padel’s European roots and association with high-end brands.
In countries like Argentina and Spain, padel is the second most popular sport after soccer, and its popularity is spreading across Europe, Latin America, and the Middle East.
According to the International Padel Federation, over 25 million players across more than 110 countries play padel. Deloitte projects the number of padel courts worldwide will reach 85,000 by 2026.
Consequently, fashion and lifestyle brands are partnering with teams to create branded merchandise and eye-catching courtside experiences.
Bezel, a luxury watch marketplace, is among the latest companies to invest in padel, sponsoring the New York Atlantics, a professional padel team founded in 2023.
In addition to sponsoring uniforms, Bezel is displaying curated watches during championship tournaments throughout 2024.
Launched in 2022, Bezel has secured $10 million in venture capital from investors like John Legend, Kevin Hart, and J Balvin.
Bezel’s vice president of growth, Mike Shoiock, mentioned that the company has been hosting padel events to provide clients a chance to meet VIP representatives in person.
New York, Bezel’s largest market, was the natural starting point for partnering with the city’s new padel team. Inspired by the courtside branding seen in Europe, Shoiock sees padel as a way to reach high-income urban dwellers.
With an average order value of about $10,000, Bezel is targeting shoppers interested in collectible timepieces.
Through jersey branding and courtside advertising, Bezel aims to reach viewers at home via streaming and set up pop-up displays during tournaments.
Padel’s growth in the U.S. is attracting brands eager to explore new marketing opportunities.
Mike Dorfman, chairman of the executive committee at the Pro Padel League and owner of the New York Atlantics, noted the league received interest from advertisers shortly after its inception.
Padel’s high costs in cities like New York and Miami mean its players are often wealthy individuals. Court rental can be up to $100 per person, quickly adding up depending on group size.
| Aspect | Details |
|---|---|
| Emerging Sport | Pickleball |
| Luxury Brand Involvement | – Adidas released professional padel gear in 2023 , Prada and Versace introduced branded padel rackets in 2022,Valentino took over a court in Dubai in 2023 |
| Differences from Pickleball | – Padel is played on a larger, enclosed court with walls, Padel uses a solid racket and depressurized tennis ball,Pickleball is played on a 44 by 20 feet court with a net , Pickleball uses a solid paddle and perforated plastic ball |
| Popularity | – Growing rapidly, especially among affluent communities , Celebrities like Lionel Messi and Serena Williams play padel |
| Geographical Popularity | – Very popular in Argentina and Spain , Spreading across Europe, Latin America, and the Middle East |
| Global Statistics | – Over 25 million players in more than 110 countries ,Projected to have 85,000 courts worldwide by 2026 |
| Bezel’s Involvement | – Sponsors New York Atlantics, a professional padel team , Displays curated watches during tournaments ,Hosting padel events for client engagement |
| Financial Backing | – Bezel launched in 2022 , Secured $10 million in venture capital, Investors include John Legend, Kevin Hart, and J Balvin |
| Marketing Strategy | – Targeting high-income urban dwellers , Average order value around $10,000 , Branding on jerseys and courts, Pop-up displays during tournaments |
| Pro Padel League | – Attracted brand advertisers quickly , High costs in cities like New York and Miami mean wealthy participants |
| Growth and Expansion | – Fast growth expected , Numerous new courts across the U.S., Padel described as having luxury appeal without exclusionary history |
| Social Media Impact | – Viral clips on Instagram and TikTok |
| Corporate Sponsors | – Adidas, Spindrift, Estrella Damm beer, Tequila Commissario |
Dorfman describes padel as having an aspirational luxury appeal without the exclusionary history of traditional country clubs.
The pandemic accelerated padel’s rise in the U.S., and social media has played a significant role.
Clips of the game frequently go viral on platforms like Instagram and TikTok.
Pro Padel League sponsors include Adidas, which partnered with court supplier AFP Courts in April, along with Spindrift, Estrella Damm beer, and Tequila Commissario.
Dorfman expects rapid growth, noting the numerous new courts across the country in recent years.
He sees the league as a blank slate, aiming to expand the sport’s visibility as widely and quickly as possible. For brands, entering the padel scene early is a prime opportunity.
Shoiock emphasizes that Bezel and padel can grow together, benefiting from each other’s emerging status.
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