The Pro Am Padel Tour has strengthened its 2025 campaign with the addition of two major partners — the Lawn Tennis Association (LTA) and Skechers — reinforcing its position at the heart of padel’s remarkable growth story in the UK. These new alliances join returning sponsors CUPRA, Certina, and Nox, collectively pushing the sport’s grassroots and commercial ambitions forward.
Strategic Growth Through Partnerships
With the LTA stepping in as Strategic Partner, the collaboration is aimed squarely at grassroots expansion. The tennis body previously co-hosted the tour’s opening Community Day in East London, where data showed that 86% of attendees were playing padel for the first time — and over 90% said they would return to the sport.
Skechers, joining as the tour’s Official Footwear Partner, brings global brand muscle to the table, aligning its court and pickleball product range with padel’s fast-growing lifestyle image. Brand activations, equipment showcases, and community engagement are all part of the multi-city campaign leading up to a Grand Final event in Central London this October.
Padel’s Rapid Rise: From Niche to Mainstream
The announcement comes during a period of explosive growth for padel, both globally and within the UK. According to the latest figures from Playtomic and Deloitte, over 30 million people now play padel worldwide, supported by more than 70,000 courts. In 2024 alone, over 3,000 new padel clubs were built globally — a 26% year-on-year jump.
The UK is emerging as one of padel’s fastest-growing markets. In the past year, over 400,000 people in Britain picked up a padel racket, up from just 15,000 in 2019. Court infrastructure is also scaling fast, with close to 900 courts now available at over 300 venues. The LTA has invested more than £6 million into the sport’s development to date.
Tom Murray, Head of Padel at the LTA, underlined the significance of the Pro Am collaboration: “This partnership helps us broaden youth participation and build a sustainable playing ecosystem across the UK.”
A Platform Blending Elite Talent and Community Purpose
The Pro Am Padel Tour, launched in 2023, is a hybrid platform combining elite padel players with celebrity athletes and entertainers. Events are structured to include professional exhibitions, grassroots clinics, and live brand experiences. At its Beckton opener, the event featured youth clinics, SEND-inclusive programming, LGBTQ+ social play, and school sport engagement initiatives.
Corporate activations have also raised the bar. Skechers launched product showcases, Certina presented MVP awards, and CUPRA displayed its signature vehicle lineup. Racket partner Nox ensured access to premium equipment for all participants — from first-time players to seasoned competitors.
A Sport With Both Momentum and Challenges
While padel’s rise continues to attract investors, fans, and media, it’s not without friction. The proliferation of outdoor courts has sparked noise complaints and planning resistance in some communities. However, the broader sentiment remains overwhelmingly positive, with interest from private equity, leisure developers, and local councils intensifying.
British players are also making strides at the elite level. Aimee Gibson recently became the first UK woman to break into the top 100 of the FIP global rankings, symbolizing Britain’s growing footprint in the international game.
What This Means for Stakeholders
At 365247 Consultancy, we view the growth of padel in the UK as a case study in modern sport development — driven by community-first design, commercial creativity, and celebrity-fueled reach.
For brands, it’s a unique opportunity to associate with a sport that is not only scaling rapidly but also redefining accessibility and inclusivity.
For rightsholders, this is a moment to build sustainable ecosystems, not just seasonal visibility.
For venues and local governments, padel offers a high-return activation of underutilized spaces.
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SOURCE: Insider Sport
IMAGE: The Padel Paper
