Premier Padel signs landmark Fanatics deal for global merchandise push

Premier Padel’s new Fanatics tie-up gives the tour a worldwide official store, a London pop-up in August and in-venue retail at the Qatar Airways Premier Padel Finals in December. The announcement is being framed as a landmark move because it pushes padel deeper into the business of licensed merchandise, not just tournament branding.

Premier Padel said fans worldwide can access its official online store, operated by Fanatics, with a launch collection built around padel’s court-to-culture appeal. The range brings together Bullpadel, Homiés Marbella, Fanatics Branded and Wilson across men’s and women’s lines, giving the tour a more visible retail identity as it expands beyond the court. Fanatics described the agreement as a landmark long-term partnership and said it would become master licensee across e-commerce and retail.

That matters because Fanatics brings more than a logo on a product page. In sports commerce, the company’s value lies in turning an event into a year-round shopping operation, linking official products, online storefronts and retail activation around the calendar. For Premier Padel, that creates a clearer route for fans to buy tour-branded merchandise and for the sport to build revenue around licensed goods, player-linked collections and event-specific stock.

The deal also fits a pattern of commercial build-out around the tour. Premier Padel announced a global partnership with Bullpadel on 7 May 2024, appointed David Serrahima as general manager on 19 June 2024 and later named Hope World as an official licensee on 28 July 2025. It has also signed licensing and sponsorship agreements with MejorSet and Mondo, showing that the tour has been stacking up suppliers and commercial partners as its footprint grows across venues and markets.

Premier Padel has used London, Doha and Madrid to anchor major announcements, while Gold Coast, Australia was the backdrop for the Hope World licensee deal. The Fanatics arrangement extends that approach into retail, with the August London pop-up set to offer an early look at the collection before December’s finals bring official merchandise into the venue itself.

For a sport still pressing to prove its commercial scale, the significance is straightforward. Premier Padel is not just filling more slots on the calendar; it is building the licensing and retail structure that helps a growing global tour look and behave like an established sports property.