Premier Padel has expanded its commercial portfolio after announcing a landmark long-term global licensing partnership with sports merchandising giant Fanatics, a deal that will transform the professional padel tour’s global retail and licensing operations.
The multi-year agreement sees Fanatics appointed as Premier Padel’s Master Licensee, taking responsibility for the organisation’s worldwide merchandise strategy. The partnership encompasses e-commerce, wholesale distribution, licensed product development, event retail, memorabilia and collectibles, reinforcing Premier Padel’s ambition to strengthen fan engagement while creating new commercial revenue streams.
A key element of the collaboration is the launch of store.premierpadel.com, the official online destination for Premier Padel merchandise. Operated by Fanatics, the platform offers an extensive range of performance and lifestyle products, including Bullpadel racquets, footwear and technical apparel, Wilson accessories, Fanatics Branded merchandise and exclusive lifestyle collections from Homies Marbella.
Beyond digital retail, Fanatics will also oversee merchandise operations across Premier Padel tournaments worldwide. The first major retail activation will take place at the Premier Padel Finals in Barcelona later this year, while fans attending the London Premier Padel P1 tournament will also have access to a dedicated pop-up retail store hosted at the PSG Store in central London.
David Sugden, CEO at Premier Padel, said, “At Premier Padel, we pride ourselves on partnering with the very best companies in the world of sports and entertainment – and Fanatics is a pioneer and innovator in its field. Fanatics gives us the global platform and expertise to create a stronger retail experience online and at our events – while offering products that reflect how people play, watch and live padel today. Padel is also a lifestyle and social movement for fans – and this landmark partnership between Premier Padel and Fanatics will be fantastic in building community and fan connections with the tour locally and globally.”
Stephen Dowling, International President at Fanatics, added, “Padel is one of the most exciting growth stories in global sport, and Premier Padel is the clear leader in that story. We’re bringing our full commerce capabilities to the sport for the first time, from the official store through to in-venue retail at events like the Finals in Barcelona, and we’re excited about some of the great products that are going to be available to Padel players and fans across the world.”
The partnership marks another significant commercial milestone for Premier Padel as it continues to professionalise its global business operations. By leveraging Fanatics’ expertise in digital commerce, licensing and event retail, the tour is well-positioned to expand its international footprint and deepen engagement with its rapidly growing global fanbase, further cementing padel’s emergence as one of the world’s fastest-growing sports.