A1 Padel has accelerated its bid to rival Premier Padel’s dominance in the pro game by hiring London-based global sports and entertainment agency 54.
A1 Padel is the sport’s second biggest professional tour with a calendar of 18 events in Europe and Latin America (it made its US debut in New York’s Central Park in 2023). Its rival circuit, the Qatari-owned Premier Padel, is backed by world governing body FIP and the Professional Padel Association, and is currently the predominant world tour.
However, Premier Padel was recently hit by a dramatic boycott of its Gijon P2 event by the top 100 in the men’s rankings, who were protesting against changes to the distribution of ranking points and reduction in the size of main draws.
Earlier this month, 15 players (including five ranked in the FIP world top 100) left Premier Padel to join A1 Padel, committing to play in at least 60% of its Open-level tournaments and all of its elite Masters and Grand Masters events.
In a bid to accelerate this perceived power shift, A1 Padel has signed a strategic Memorandum of Understanding (MoU) with 54, using the “full force” of the British firm’s expertise working with some of the world’s leading sports rights holders, brands, federations and franchises.
Under the terms of the MoU, 54 will provide “strategic advisory, asset optimisation, and activation and engagement services to A1 Padel, supporting its ambitions to establish itself as the most prestigious global padel league.”
The partnership will see 54 offer high-level strategic advisory services, using detailed insights to develop A1 Padel’s business vision, market positioning, operational efficiency and stakeholder engagement to enhance global penetration and business growth. The agency will also assist in developing a comprehensive long-range business plan.
In addition, 54 will drive events, commercial and marketing strategies, giving A1 Padel what it calls “an immediate expansion platform that will enhance the commercial proposition and fan experience through innovative activations.”
Jed Moore, Group CEO of 54, commented: “A1 Padel has been a catalyst in the emergence of professional padel and our partnership will see 54 deploy the full force of its group to help shape the future together. We see an immense opportunity to apply our expertise to one of the fastest-growing sports in the world, strengthening the bridge between its passionate player base and the professional game to ensure sustainable long-term growth.”
Fabrice Pastor, Owner of A1 Padel, said: “We are thrilled to partner with 54, a global leader in sports strategy and execution. Their experience in transforming world-class sporting properties will be invaluable as we take A1 Padel to new heights. We believe this partnership will set a new standard in how the sport of padel is presented, experienced and enjoyed around the world.”
Main pic: Jed Moore (left), Group CEO of 54, and Fabrice Pastor, owner of A1 Padel.
