From a humble start to celebrity endorsements – how padel became a lifestyle 

There now are brand sponsorships, celebrity hosted events, official drink partnerships and luxury courts. 

Padel is no longer just a sport, it is a lifestyle, writes Sports News Blitz’s padel journalist Vanely Barumire. 

The racket sport, unknown to many parts of the world only a few years ago, is rapidly growing and changing the way people view sports and socialising. 

So how has padel become a lifestyle not only to take part in but strive for? 

Humble beginnings 

Before padel became a global phenomenon, it was part of the culture in a few Spanish speaking nations. 

Its popularity in Argentina and Spain was unmatched, explaining the incredible domination of the sports by the two countries. 

Popularised in Europe by Spain, the country has always embraced and integrated padel into everyday life long before it was trendy to play the sport. 

With it being the second most played sport in the country, behind football, padel in Spain is a lifestyle. It was created as a couple’s favourite pastime and has kept its charm. 

The sport, as competitive as it is becoming, is about socialising – something millions of people are getting behind and adding to their daily routines. 

Celebrity endorsement 

Movie stars and influencers are the digital age’s best marketers. 

Helping create a whole world around a product, celebrity endorsements are unmatched marketing tools and many have been a promoter for padel without realising it. 

With big names such as Tom Holland, Jurgen Klopp, Lionel Messi and more linked to the sport, padel has become aspirational. 

It is something people want to try as a way to understand how their favourite footballers use it to help with their mental health – or why their go-to influencer swears by it as the best new form of cardio. 

Padel is slowly being integrated into the lives of people, at a rate that not many sports have done. 

Many people’s love of sports is generational or from a young age, but padel, with an emphasis on accessibility, has come along and placed itself the ‘it’ sport. 

And much of it has to do with the famous faces attached to it. 

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Community and connection 

”It’s a way of connecting. It’s a way of feeling connected. It’s a whole new way of socialising;” says Andi Neugarten-Maio, founder of 6LoveSports. And she’s right. 

Padel is becoming one of top choices for professional networking. 

Its combination of a physical activity in a relaxed manner is replacing traditional pub setting for work catch-ups, especially in an era hyper focused on fitness and wellbeing.

Appealing to different demographics and ability, a padel court has become one of the go-to places for office catch-ups and socialising. 

What was once just a fun sport is now part of the professional landscape and crucial for networking. 

Social media 

And, perhaps the popularity of padel as a lifestyle would not be possible without one thing – social media. 

Lending itself well to the clean girl aesthetic of the last few years and embracing a more relaxed, wellbeing look at sport due to its social aspect, padel has taken over social media feeds. 

Every other video, this summer, was about people trying padel for the first time or a player’s journey to becoming professional. 

The racket sport has become a part of many young people’s lives, with 19% of players being Gen Zers and social media has helped promote it.

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