Premier Padel, the world’s leading official professional padel tour, today announced a landmark long-term partnership with Fanatics, the global digital sports platform and leader in licensed sports merchandise, naming Fanatics as Master Licensee covering e-commerce, in-venue retail, wholesale, product and memorabilia.
The multi-year agreement marks the next step in Premier Padel's global growth strategy, bringing Fanatics' commerce, manufacturing and distribution capabilities to the tour as it looks to expand its reach with fans around the world. As a partner to some of the world’s most recognisable sports properties, including the NFL, NBA, MLB, NHL and Formula 1, Fanatics brings Premier Padel into a global retail and fan commerce ecosystem built around major leagues, events and international audiences.
As part of the partnership, the official Premier Padel store, store.premierpadel.com, is now live and operated by Fanatics, with products also available across Fanatics’ global e-commerce ecosystem. Built as a fan-first destination for the sport, the store brings official Premier Padel product closer to players and supporters around the world, creating a single place to shop the tour, the game and the culture around it.
The launch collection is designed around padel’s growing court-to-culture identity, combining the essentials of the game with a broader lifestyle expression of the Premier Padel brand. The range includes Bullpadel racquets, footwear, bags and performance apparel, while also taking Premier Padel into fashion and everyday elevated style through collaborations with Homiés Marbella and Fanatics Branded, alongside fan accessories from Wilson and dedicated men’s and women’s collections.
Fanatics will also run in-venue retail at Premier Padel events as part of the partnership, beginning with the season-ending Premier Padel Finals in Barcelona this December. Ahead of that, a Premier Padel pop-up shop will open inside the PSG store in central London during the Premier Padel P1 event there in August, giving fans an early taste of official product before full in-venue retail rolls out later in the year.
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, said: "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 product that is going to be available to Padel players and fans across the world.”
The partnership underscores Premier Padel's continued global growth as it builds out its commercial offering for fans, choosing Fanatics for its vertically integrated commerce model, spanning e-commerce, product creation, wholesale and live event retail.
