Premier Padel has announced a long-term global licensing agreement with Fanatics, expanding the tour’s commercial ecosystem through one of the world’s largest sports merchandising and e-commerce companies.
Under the multi-year deal, Fanatics has been appointed as Premier Padel’s master licensee, taking responsibility for e-commerce, in-venue retail, wholesale distribution, product development and memorabilia.
As part of the agreement, Fanatics will operate the official Premier Padel online store, while merchandise will also be available across the company’s global e-commerce network.
The product range will feature Bullpadel rackets, footwear, bags and performance apparel, giving fans and players access to official merchandise through multiple retail channels.
Retail expansion at tournaments
Beyond online commerce, Fanatics will manage retail operations at Premier Padel events, beginning with the Premier Padel Finals in Barcelona this December.
Ahead of the season finale, the partnership will debut with a Premier Padel pop-up store inside Paris Saint-Germain’s flagship store in central London during the Premier Padel P1 tournament in August.
Building a global padel community
Premier Padel CEO David Sugden said the partnership would strengthen both the fan experience and the sport’s commercial reach.
“Fanatics gives us the global platform and expertise to create a stronger retail experience online and at our events. Padel is also a lifestyle and social movement for fans, and this landmark partnership will help build deeper community connections both locally and globally,” Sugden said.
Fanatics International President Stephen Dowling described padel as one of the fastest-growing sports worldwide and said the company would bring its full commerce capabilities to the sport for the first time.
“Premier Padel is leading one of the most exciting growth stories in global sport. From the official online store to in-venue retail at major events such as the Barcelona Finals, we’re excited to deliver new products and experiences for padel players and fans around the world,” Dowling said.
Expanding commercial momentum
Premier Padel now joins Fanatics’ global portfolio of major sports properties, which already includes the NFL, NBA, MLB, NHL and Formula 1.
The agreement continues Premier Padel’s commercial expansion following recent partnerships with Swiss luxury watchmaker Audemars Piguet and wearable fitness technology company Whoop, further reinforcing the tour’s growing global commercial appeal.