Fanatics Named Premier Padel's Global Master Licensee

The Biggest Name in Sports Retail Enters Padel

Premier Padel has appointed Fanatics as its global master licensee in a multi-year deal that hands the world's largest sports merchandise company full control over the tour's e-commerce, in-venue retail, wholesale distribution, official products, and memorabilia. The agreement was announced on 16 July and marks the first time Fanatics — whose existing partnerships span the NFL, NBA, MLB, NHL, and dozens of major football clubs — has entered professional padel.

The official Premier Padel store at store.premierpadel.com is already live under Fanatics' operation. The launch collection blends performance gear with lifestyle apparel: Bullpadel racquets and Wilson equipment sit alongside streetwear pieces from Spanish label Homies Marbella and fan merchandise under Fanatics Branded, split across men's and women's ranges. Products ship internationally through Fanatics' existing global logistics network.

London Pop-Up, Then Barcelona's Grand Finale

Physical retail arrives at tour events in two stages. First, a pop-up retail experience in central London during the London P1 (3–9 August) will operate at the PSG store, giving fans in one of padel's fastest-growing European markets their first chance to buy official merchandise at an event. The full in-venue retail rollout then follows at the Premier Padel Finals in Barcelona in December 2026, the season-closing showpiece that consistently draws the circuit's largest crowds.

Premier Padel CEO David Sugden said: "Fanatics gives us the global platform and expertise to create a stronger retail experience online and at our events." Fanatics International President Stephen Dowling framed the sport's commercial case plainly: "Padel is one of the most exciting growth stories in global sport, and Premier Padel is the clear leader in that story."

What Fanatics Brings Beyond Logistics

The significance of the deal extends beyond distribution. Fanatics' platform is built for athlete-level personalisation — it already powers individual player merchandise stores for NBA and tennis stars — and its entry into padel raises the prospect of dedicated fan merchandise lines for top-ranked pairs. If that model extends to padel, players like Coello and Tapia or Josemaría and González could eventually have their own branded fan stores, shifting the sport's commercial structure closer to established individual-sport models.

The timing also reflects where Premier Padel stands commercially. Recent seasons have locked in Qatar Airways as title sponsor, Red Bull TV as the global broadcast partner, and Bullpadel as official equipment supplier. Fanatics fills the last significant gap in the commercial infrastructure: scalable, professional fan retail. For a 26-tournament circuit spanning 18 countries, a unified global merchandise operation is a structural necessity rather than a luxury add-on.

Growing Market, Growing Demand

The addressable market is expanding rapidly. The FIP estimates the global registered padel player base at over 30 million, with particularly fast growth in the United States, United Kingdom, Sweden, Italy, and France — markets where Fanatics already has established e-commerce operations. Premier Padel's 2026 calendar includes new stops in London, Pretoria, and Valencia, each adding local fan communities to the pool of potential customers.

The official store is open now at store.premierpadel.com. The London pop-up at the PSG store runs from 3–9 August. In-venue retail at the Premier Padel Finals opens in Barcelona this December.