Premier Padel and Fanatics Announce Landmark Multi-Year Global Licensing Partnership

Premier Padel, the world’s leading professional padel tour, has entered into a significant long-term partnership with Fanatics, the global digital sports platform.

This multi-year agreement designates Fanatics as the Master Licensee for the tour, granting the platform authority over e-commerce operations, in-venue retail, wholesale distribution, and the creation of official products and memorabilia.

The partnership is a strategic move to leverage Fanatics’ vast distribution ecosystem—which serves major international properties like the NFL, NBA, and Formula 1—to scale the commercial presence of padel on a global stage.

As part of the collaboration, a dedicated official online store, store.premierpadel.com, has launched, providing fans worldwide with centralised access to tour-branded merchandise.

The initial product range is tailored to reflect padel’s “court-to-culture” identity, blending performance gear with lifestyle apparel. This includes performance equipment from Bullpadel and Wilson, alongside lifestyle collaborations with Homies Marbella and Fanatics Branded, covering both men’s and women’s ranges.

Emphasising the necessity of the partnership for the tour’s ongoing international expansion, Premier Padel CEO, David Sugden, 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,” Sugden said.

Highlighting the commercial potential of the sport as a primary driver for the deal, International President at Fanatics, Stephen Dowling, 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,” Dowling added.

Beyond digital commerce, Fanatics will assume control of in-venue retail operations at major tour events. This rollout is scheduled to commence at the season-ending Premier Padel Finals in Barcelona this December.

To build early momentum, a pop-up retail experience will open in central London this August at the PSG store, coinciding with the Premier Padel P1 event, allowing fans to engage with the brand in an in-person environment ahead of the wider in-venue retail rollout.

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