Premier Padel taps Ten Toes to drive global digital growth

Premier Padel has appointed Ten Toes as its lead digital marketing partner in a multi-year agreement as the tour sharpens its push beyond tournament-by-tournament promotion. The brief is broad: build year-round fan engagement, strengthen Premier Padel’s global brand and maximise commercial opportunities.

Ten Toes describes itself as a fully committed sports marketing agency, and its service list shows why Premier Padel wants more than a basic social media shop. The agency says it works across strategic consultancy, creative ideation, content production, social media management, commercial partnerships, paid social management, talent and athlete management, and data analysis and optimisation. For a tour trying to convert growing interest into repeat viewing and sponsor value, that mix reaches from storytelling to paid acquisition.

The timing lines up with Premier Padel’s next growth phase. Premier Padel and the International Padel Federation unveiled the 2026 Qatar Airways Premier Padel Tour calendar in late 2025, and the schedule pushed into new territory with South Africa’s first-ever Premier Padel main draw in Pretoria from 26 July to 2 August 2026. London was also added to the 2026 expansion, underlining how quickly the calendar is widening across major markets.

The digital move sits inside a broader commercial build-out. Premier Padel has already announced a multi-year partnership with Qatar Airways as title sponsor, a multi-year strategic partnership with Red Bull covering media services, streaming, production and sponsorship through the end of the 2027 season, and a long-term global licensing partnership with Fanatics covering e-commerce, in-venue retail, wholesale, product and memorabilia. Each deal adds another layer to the sport’s business model, but all of them depend on attention, audience growth and a clearer path from casual interest to conversion.

That is where Ten Toes fits. A stronger digital programme can keep Premier Padel visible between stops in Doha, Pretoria and London, while giving brands more consistent touchpoints around highlights, player narratives and ticketing. It also gives the tour a specialist partner focused on paid reach and optimisation, not just organic posting, at a moment when padel’s international footprint is expanding faster than many of its media habits.

Ten Toes is already building a wider rights-holder profile. The agency says it was appointed content agency for MI London for the 2026 season, and on 9 April 2026 it announced it had become the PDC’s lead digital agency. Premier Padel is now joining that roster with a mandate that reflects how central digital has become to selling the sport itself.