The eyes of world padel will be on the UK this August and London Padel Week intends to take full advantage of the global spotlight.
London hosts Britain’s first ever Premier Padel P1 tournament at Olympia from 3-9 August, and London Padel Week’s co-founders have told The Padel Paper how they plan to seize the opportunity with a string of events at padel clubs across the capital.
Italian marketing and events coordinators Selena Pellegrini and Alessandro Corti say their idea will help grow the game.
“We grew up professionally in an environment where events, pop-ups, and audience engagement were not just important, but essential — where the city itself becomes a stage,” they explain.
“Milan is a place that completely transforms during Fashion Week and Design Week, turning into a vibrant, living ecosystem of creativity, energy and connection.
“London, in many ways, is Milan to the power of ten. It has that same ability to bring together industries, cultures, and people – but on a much larger, more international scale.
“That’s exactly why we chose to move here and open our marketing and events agency in 2019, with the ambition to blend strategy, Italian cultural sensitivity, and marketing into impactful projects.
“Our agency has been working for years in the world of padel and sport, with brands, court construction and production companies, businesses looking to engage their employees, as well as teams, clubs, and players.
“Over the past year in the UK, we’ve been witnessing a real padel fever. But what is often described elsewhere as a ‘sports phenomenon’ is, here, truly a social phenomenon. Padel brings people together, it makes everyone feel like friends, and it elevates the desire to connect and spend time together.
“It’s what happens off the court that first surprised us, and then inspired us.
“That’s how London Padel Week was born: a true fringe festival, similar in spirit to Fashion Week or the Design Weeks. London Padel Week brings together, for one week, the entire ecosystem – players, brands, clubs, and new audiences.
“It aims to involve everyone – absolutely everyone – while also giving clubs a central role as key protagonists in this new social scene. And London is the ideal city for the very first edition of Padel Week.”
The aim of the week is simple: to continue padel’s growth in the UK through more visibility and accessibility, while also creating a platform for brands, clubs and communities to connect.
That’s why its connection with Premier Padel is important.
“The arrival of Premier Padel in the UK represents a milestone moment for the sport,” Selena says. “London Padel Week can amplify that impact by extending the experience beyond the professional tournament — bringing the energy of elite competition into the city, the clubs, and the everyday player.
“It transforms a single event into a city-wide movement.”
The expectation is that thousands of people will be directly involved across the week, at Padel Box, Rocks Lane, Stratford Padel Club, House of Racquet and Rocket Padel Battersea.
Through content and brand partnerships, the idea is for the reach to be beyond just the physical attendees, and it’s not just for people who play regularly.
For those, there will be opportunities to test equipment on court, play matches and be involved in high-level coaching sessions. But there’s also a door for those who are not nearly as experienced to enjoy padel, or the other elements of the event.
“For newcomers, we’ll offer introductory sessions, ‘try padel’ experiences, and social events that remove the intimidation factor,” they explain. “The idea is simple: whether you’re a regular player or you’ve never picked up a racket, there’s a way in.
“But beyond the court, there will be so much more: from learning and edutainment moments to real parties, including experiential pop-ups, music, and artistic performances.”
The belief is having something for everyone is ultimately what will facilitate the biggest growth during the week.
Selena explains: “Events like this are essential because they create emotion, visibility, and community all at once. Growth doesn’t come only from building courts – it comes from creating moments people want to be part of.
“When you combine sport, lifestyle, and social experience, you make padel more than a game. You make it something people identify with. That’s what drives long-term growth.”
