Professional padel tour signs high profile sponsor

Red Bull will “make live matches available on the free-of-charge platform Red Bull TV (TV and mobile app) in selected territories from the quarter-final stage through to the final of each tournament, bringing innovative new production capabilities to Premier Padel’s broadcast. The Premier Padel YouTube channel will continue to live stream matches from Rounds 1-3, free-to-air in selected territories.

Red Bull will also create and stream new and engaging content for fans throughout the year on its digital and social platforms, which will complement the live coverage of all Premier Padel tournaments throughout the year.” according to the press release

Premier Padel was created from the merger of previously competing padel federations and investment from the unfathomably wealthy Qatar Sports Investments (QSI). It is said to have been driven by Nasser Al-Khelaifi, QSI's chairman, who is also president of Paris Saint-Germain, the Ligue 1 football club majority-owned by the Qatari group.

The merger combined the International Padel Federation (FIP), backed by the Professional Padel Association (PPA) and the International Padel Players Association (IPPA), and Damm, the owner of Setpoint Events which organised the World Padel Tour (WPT).

In it’s first full season, Premier Padel will run 25 tournaments spanning 18 countries in 5 continents concluding with the first-ever edition of the Premier Padel Tour Finals which will take place in Barcelona on 18-22 December 2024 and will see the top-ranked pairs battle it out for the final trophy of the 2024 Premier Padel season.

Racket Business says…

Red Bull have shown a clear vision to back entertainment focussed sports and position themselves as the main challenger brand to sports old guard. Their investment, even though a very small financial commitment by their own standards, is fascinating and does lend credibility to the loud voices saying padel is the next big thing.

We still think padel has some significant challenges to overcome, most notably around the format of the game being focussed on doubles and also the sports ability to attract new players from a young age (will kids want to play padel even though they aren’t strong enough to use the walls like adults do?). But Rome wasn’t built in a day…

You ask…

How will Red Bull's innovative production capabilities enhance the viewing experience of Premier Padel tournaments compared to traditional broadcasts?

We say…

Red Bull's innovative production capabilities are poised to transform the viewing experience of Premier Padel tournaments, particularly through their collaboration with Red Bull TV and mobile app. By offering live matches from the quarter-final stage to the final in selected territories, viewers can anticipate cutting-edge broadcasting techniques and engaging content delivery. However, the precise details of these enhancements and how they will elevate the viewer experience remain to be seen.

You ask…

With the involvement of Qatar Sports Investments and the merger of various padel federations, what changes or improvements can we expect in the organization and structure of Premier Padel tournaments compared to previous iterations?

We say…

With the involvement of Qatar Sports Investments and the consolidation of padel federations under Premier Padel, significant changes are expected in the structure and organization of tournaments. The merger of the International Padel Federation, the Professional Padel Association, and the International Padel Players Association signifies a unified effort to streamline governance and potentially enhance the professionalism of the sport. While specific improvements and changes may vary, the collective resources and expertise of these entities suggest a commitment to advancing the sport's global presence and competitiveness.

You ask…

While Red Bull's sponsorship signifies a growing interest in padel, what specific strategies does Premier Padel have in place to address the challenges mentioned, such as attracting younger players and adapting the sport's format to appeal to a wider audience?

We say…

Despite Red Bull's sponsorship and the momentum behind Premier Padel, the sport faces notable challenges, including its predominantly doubles-focused format and the need to attract younger players. To address these issues, Premier Padel may need to explore innovative strategies aimed at increasing youth participation and broadening the appeal of the sport beyond its current demographic. This could involve initiatives such as youth outreach programs, modified game formats for beginners, and collaborations with schools or youth organizations to introduce padel to a new generation of players. While these challenges are significant, Premier Padel's long-term success may hinge on its ability to adapt and evolve in response to shifting demographics and societal trends.