What Premier Padel does

Premier Padel operates the Qatar Airways Premier Padel Tour, the elite tier of the global professional padel circuit, founded in 2022 and headquartered in London. The company runs a calendar of professional tournaments for elite padel players, sanctioning events in coordination with the International Padel Federation (FIP) and operating alongside a pyramid of more than 700 affiliated amateur and regional tournaments that feed talent and engagement upward. In 2026 the tour staged 26 elite events across more than 16 countries, broadcast to 100 million viewers in over 240 countries through a Red Bull partnership, with a cumulative 1 billion social media views. The company is wholly owned by Qatar Sports Investments (QSI), with Nasser Al-Khelaïfi serving as Chairman and David Sugden as CEO.

Premier Padel's core product is the live professional tour experience, comprising tournament organization, ranking and qualification systems, officiating, and broadcast production. Its underlying technology stack centers on broadcast and digital distribution infrastructure — the Red Bull broadcast partnership handles multi-territory distribution, while the official app and social channels deliver year-round fan engagement. The WHOOP partnership integrates wearable biometric data into athlete monitoring and fan-facing content, and the Red Bull Padel game extends the brand into interactive gaming. From 2027, the company will bring broadcasting in-house, taking direct control of media production and rights monetization.

The business model is built on three revenue streams: (i) title and associate sponsorship, anchored by Qatar Airways as title sponsor alongside premium global brands including Heineken 0.0, Audemars Piguet, WHOOP, and Red Bull; (ii) broadcasting and media rights, transitioning to in-house production in 2027; and (iii) event ticketing, hospitality, and digital fan engagement products. Customers fall into four segments: global fans (38 million players, 100 million viewers across 240+ countries), sponsoring brands, elite professional players, and host venues and federations. The strategic intent, evidenced by the in-house media move and Olympic-qualification reform, is to consolidate the position of Premier Padel as the canonical route to professional and Olympic padel, capturing more of the sport's value chain.

Name

Premier Padel

Legal name

Premier Padel

Website

https://premierpadel.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Premier Padel operates the Qatar Airways Premier Padel Tour, the FIP-sanctioned elite professional padel circuit founded in 2022 and owned by Qatar Sports Investments. It runs 26 tournaments across 16+ countries, serving elite players, global fans, and premium sponsors including Heineken 0.0 and Audemars Piguet.

Ownership category

akta.pro rank

Product category

Professional Sports Tournament Operations

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Golf Tours & Professional Circuits (MPAKAAAK)

akta.pro secondary industries

Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE), MDU/Commercial & Hospitality Pay-TV Operators (Bulk/SMATV/Pro:Idiom) (MPABAGAF)

Keywords

• Professional padel tour
• Padel tournament circuit
• Sports broadcast rights
• Sports sponsorship marketing
• Professional racket sports

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Broadcasting rights: International media rights growth with new broadcast partners in Albania, Bulgaria, South Africa, and Croatia. From 2027, Premier Padel will bring media rights sales and management in-house for a more tailored market-by-market approach.
2. Sponsorship and commercial partnerships: Global partnerships with brands including Heineken 0.0 (Global Beer Partner), WHOOP (wearable partner), Qatar Airways (title sponsor), Audemars Piguet, and activation rights at events. Over 70% of padel players cite social experience as primary motivation, aligning with sponsor activation strategies.
3. Event ticketing: Ticket sales at professional padel tournaments across global venues. Premier Padel London 2026 at Olympia sold out. Strategic ticket partnerships such as Playtomic offering exclusive early access with 20% discount.
4. Digital products and fan engagement: New fan-focused retail proposition launching, official app with personalization features, and digital gaming through Red Bull Padel game.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Premier Padel operates the Qatar Airways Premier Padel Tour, the sole official professional padel circuit sanctioned by the International Padel Federation (FIP) and backed by Qatar Sports Investments. The tour delivers a global calendar of Major, P1, and P2 tier tournaments combined with men's and women's competitions and equal prize money at approximately 90% of events, complemented by a digital ecosystem including the Premier Padel Official App, website, and the Red Bull Padel: Court Legends mobile game. Live events are hosted at iconic venues (Roland Garros, Foro Italico, Queen's Club, Olympia London) with broadcast distribution through Red Bull TV and international broadcast partners reaching 240+ countries.

Product overview

Premier Padel operates the Qatar Airways Premier Padel Tour — a global professional padel circuit — supported by a multi-platform digital ecosystem. The core offering is the Premier Padel Tour itself (Majors, P1, and P2 tournament tiers), which is complemented by the Premier Padel Official App and Website for scores, schedules, streaming, and ticketing. The digital portfolio includes the Red Bull Padel: Court Legends mobile game, while the broader FIP ecosystem covers FIP Academy (education), FIP Promises Tour (youth development), FIP Beyond (amateur pathway), and Hexagon World Series (regulated exhibitions). All elements are coordinated under the International Padel Federation and Qatar Sports Investments umbrella, serving players from 120+ countries across a pyramid of over 700 tournaments worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Qatar Airways Premier Padel Tour The professional padel circuit operated by Premier Padel and sanctioned by the International Padel Federation. The tour operates a global calendar of tournaments across Major, P1, and P2 tiers, featuring men's and women's competitions with equal prize money at approximately 90% of events, and reaches audiences in over 240 countries through broadcast partners including Red Bull TV.
• Premier Padel Official App Mobile application available on iOS and Android that aggregates all Premier Padel events, provides live scores, tournament schedules, news, and allows users to add favourite athletes and nations to personalise their experience with access to editorial and social media content.
• Red Bull Padel: Court Legends Officially licensed Premier Padel mobile game launched on Red Bull platforms in 2026, designed to engage younger audiences and gamers. The game reached 150,000 downloads in its first week with strong user engagement metrics.
• Hexagon World Series Regulated professional exhibition circuit integrated into the Premier Padel and FIP ecosystem, designed to complement the professional calendar and help regulate the exhibition market by providing professionally managed events. Four events planned for 2027.
• Premier Padel Website Official web platform offering tournament calendars, scores, results, player profiles, news, ticket purchasing, and streaming access. The site serves as the primary digital hub for fans to follow the tour and purchase event tickets.

Quantifiable outcome

• 38 million players globally with 178 countries and territories reached
• +5 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

17 partnerships are on record, tiered flagship, minor and core.

• SelaflagshipStrategic or Co-development Partner · 2 May 2026Multi-year commercial agreement to bring Qatar Airways Premier Padel Tour's first UK edition to London from August 3-9 at Olympia in Kensington. Sela, a Saudi-based sports and entertainment company, handles production and commercialization of the London P1 tournament which sold out.
• PlaytomicminorChannel Partner/ Reseller/ Distributor · 2 May 2026Strategic partnership offering Playtomic users exclusive first access to Premier Padel Pretoria P2 tickets with 20% discount ahead of public on-sale.
• WHOOPcoreTechnology or Integration · 1 January 2026Wearable partner deal for 2026. Distribution of WHOOP devices and memberships to all main-draw players in Miami representing significant investment benefiting all players. Wearable technology supports performance, recovery, and player development with collaboration with FIP and FIP Academy. WHOOP data presents opportunities for storytelling across broadcast and social media.
• Audemars PiguetminorGTM or Marketing Partner · 1 January 2026New commercial agreement with luxury watch brand Audemars Piguet as part of Premier Padel's growing portfolio of commercial partners.
• Heineken 0.0flagshipGTM or Marketing Partner · 23 October 2025Landmark global partnership making Heineken 0.0 the Global Beer Partner of Premier Padel starting in 2026. Aligns with padel's social DNA where over 70% of players cite social experience as primary motivation. Heineken sponsors only select global properties including UEFA Champions League, Formula One, and Coachella.
• Red BullflagshipGTM or Marketing PartnerOfficial broadcast partner with Red Bull TV streaming Premier Padel events globally. 85% increase in earned media, 250%+ social media growth, and 25% growth on Red Bull TV. Red Bull Padel: Court Legends game launched with 150,000 downloads in first week.
• SportradarcoreTechnology or IntegrationBetting integrity partnership running market-leading betting integrity programme to protect sport from match-fixing and safeguard competitive integrity.
• International Padel Federation (FIP)flagshipStrategic or Co-development PartnerLong-term partnership between Premier Padel and FIP for professional padel tour operation. FIP promotes padel globally with 100 affiliated national federations across five continents, 38 million players, 85,000 courts, and 27,000 clubs. Joint commitment to Olympic campaign and women's padel development.
• BullpadelcoreGTM or Marketing PartnerRacquet partner providing equipment to Premier Padel. Presented limited-edition BNL Italy Major Premier Padel racquet to Steering Committee members.
• Primedia SportcoreChannel Partner/ Reseller/ DistributorExclusive promoter of Premier Padel Pretoria P2 tournament, marking first time world-class padel players compete on South African soil.
• Lawn Tennis Association (LTA)coreStrategic or Co-development PartnerNational governing body partner for UK, supporting Premier Padel's first UK tournament at London's Queen's Club and Olympia.
• Hexagon Cup / Hexagon World SeriescoreStrategic or Co-development PartnerEvolution of Hexagon Cup into Hexagon World Series integrated into Premier Padel and FIP ecosystem. Four events planned for 2027. Designed to help regulate exhibition market by providing professionally managed events coordinated with Tour calendar.
• CUPRA FIP TourcoreStrategic or Co-development PartnerPart of the pyramid of professional padel competition alongside Premier Padel Tour. Equal prize money at approximately 90% of tournaments across Premier Padel, CUPRA FIP Tour, and FIP World Cups.
• Qatar AirwaysflagshipGTM or Marketing PartnerTitle sponsor of Qatar Airways Premier Padel Tour. Co-hosted padel activation at Waldorf Astoria Lusail in Qatar ahead of 2025 Qatar Grand Prix featuring F1 drivers and global athletes.
• International Olympic Committee (IOC)coreStrategic or Co-development PartnerPadel campaign for Olympic inclusion. Padel fulfills key criteria required for Olympic consideration and is included in all major continental multi-sport games. Olympic pathway remains greatest opportunity to accelerate investment, visibility, and commercial development.
• Qatar FoundationminorStrategic or Co-development PartnerCo-hosted high-level United Nations event on empowering women and girls in sport during 62nd Session of UN Human Rights Council in Geneva.
• International Padel Players Association (IPPA)coreStrategic or Co-development PartnerExecutive Director Maria Teixidor participates in Steering Committee meetings representing female players. Collaboration on women's padel development, economic circumstances, and player welfare.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LPGA: Women's professional golf tour operates a global calendar of tiered events with centralized ranking, sponsor portfolio, and broadcast distribution — directly comparable to the women's side of Premier Padel's combined circuit.
• PGA Tour: Operating a multi-tier global circuit with a ranking pyramid, weekly events, premium sponsor pricing (Rolex, FedEx), and media-rights revenue as the financial backbone — the same core playbook Premier Padel uses for padel.
• LIV Golf: A capital-backed challenger tour in a different racquet-adjacent sport, built on Gulf-state investment, team-format innovations and aggressive sponsor/marketing spend. Closest comparability to Premier Padel's QSI-backed, format-innovating model.
• World Padel Tour: The now-discontinued predecessor professional padel circuit that Premier Padel effectively succeeded in 2022; identical sport, comparable event structure and comparable player talent pool — the most direct product and audience analog.
• WTA Tour: The women's professional tennis tour shares Premier Padel's combined-tournament structure, equal-prize-money policy and global broadcast/sponsor model, and is the closest analog for the women's Premier Padel draw.
• Hexagon Cup: A padel team-format exhibition series now being absorbed into Premier Padel's ecosystem as the Hexagon World Series; comparable padel-specific product built around elite players and event-presentation innovation.
• ATP Tour: The men's professional tennis tour operates a global calendar of Masters/250/500 tier events with centralized ranking points, sponsor hierarchy and broadcast rights — the most direct structural analog to Premier Padel's Majors / P1 / P2 pyramid.

Broad incumbents

• World Athletics: The international governing body for athletics operates a Diamond League and global championship calendar with broadcast rights and sponsor deals; comparable breadth and federation-backed structure to a sport's professional ecosystem.
• Formula 1: Operates a globally-distributed calendar of premium sporting events with multi-territory broadcast rights, title and event sponsors (Qatar Airways, Heineken) and major Qatari ownership — overlapping commercial architecture even though the underlying sport differs.

Others

• International Padel Federation (FIP): The governing body that sanctions Premier Padel and runs the pyramid of 700+ tournaments from Premier Padel Tour down through CUPRA FIP Tour, FIP Promises, and FIP Beyond; not a direct competitor but the enabling federation partner for the tour.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/premierpadel
• YouTubeyoutube.com/@PremierPadelOfficial
• Instagraminstagram.com/premierpadel
• TikToktiktok.com/@premierpadel
• Facebookfacebook.com/premierpadel
• LinkedInlinkedin.com/company/premierpadel

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Premier Padel