In a move set to revolutionize the world of Padel, Premier Padel has announced a landmark broadcast, production, and sponsorship agreement with global energy drink titan, Red Bull.

This multi-year partnership, backed by Qatar Sports Investments (QSI), promises to elevate the Padel circuit to unprecedented heights, with the deal extending until the conclusion of the 2027 season.

A Multi-Million Dollar Agreement

Described as an ‘eight-figure’ pact by Sky News, the contract between Premier Padel and Red Bull is valued in the ‘tens of millions of dollars’. It encompasses a broad range of initiatives designed to enhance the visibility and appeal of the sport across the globe. As part of the agreement, live matches from the quarter-final stages to the finals of each tournament will be broadcast on Red Bull TV, free of charge, in selected territories. This initiative ensures fans have extensive access to the sport, complementing the Premier Padel YouTube channel’s coverage of the initial rounds.

Red Bull: Elevating the Padel Experience

Red Bull’s involvement goes beyond mere broadcasting. The brand is set to become a main partner of the Premier Padel tour, with a commitment to ‘transform the on and off-court experience’ for both players and fans. This transformation will be facilitated through various activations, including the Red Bull Athlete Zone, and the creation and streaming of new content tailored for Padel enthusiasts across Red Bull’s digital and social platforms.

“Red Bull’s investment also demonstrates the fantastic sporting and commercial potential of Premier Padel and the sport of Padel generally. Premier Padel is on an incredibly exciting journey and we look forward to this next chapter of growth with Red Bull as part of our family.”

The collaboration was facilitated by sports marketing agency Pitch International, marking a significant step forward in the sport’s commercial and professional development.

A Transformational Moment for Padel

The partnership is hailed as the most significant in the history of Padel, a sentiment echoed by Nasser Al-Khelaïfi, chairman of Premier Padel. He stated, “This is a transformational moment for Premier Padel and for the professional sport of Padel – we are delighted to welcome Red Bull as our strategic partner.” Al-Khelaïfi emphasized the synergy between the two organizations, highlighting Red Bull’s role in propelling the Premier Padel tour to new levels of excellence, innovation, and global recognition.

The agreement signifies a notable vote of confidence in the sport’s potential, with Red Bull’s investment underscoring the growing appeal and commercial viability of Padel. Al-Khelaïfi added, “Red Bull’s investment also demonstrates the fantastic sporting and commercial potential of Premier Padel and the sport of Padel generally. Premier Padel is on an incredibly exciting journey and we look forward to this next chapter of growth with Red Bull as part of our family.”

What’s Next for Premier Padel

The 2024 Premier Padel season is set to commence on February 26th with the Riyadh Season P1, marking the beginning of a new era for the sport. With Red Bull’s backing, Premier Padel is poised to capture new audiences worldwide and solidify its position as a leading force in professional Padel. The partnership promises not only to amplify the sport’s reach but also to enrich the fan experience with innovative content and engaging event activations, setting a new benchmark for the industry.