The former head of media relations for the World Anti-Doping Agency (WADA), Ben Nichols, has launched padel’s first communications consultancy.
Nichols – who was also Group Director of Communications and Public Affairs for the Commonwealth Games Federation and Chief Press Officer of the award-winning Dubai Tennis Championships – has created Padel 22 to raise the sport’s profile and highlight its rapid rise outside of its traditional Spanish-speaking and Latin American heartlands.
Padel 22 will be focussed on supporting clubs, brands and manufacturers, tournaments, federations, tours, sponsors and new investors into the sport with their communications challenges.
Throughout its work, Padel 22 will highlight the sport’s distinct brand identity – its exhilarating, dynamic and inclusive credentials, the likes of which are unseen in other sports and which offer padel a unique opportunity to build upon its 25 million-plus international player base.
“As someone that has keenly observed the growth of the padel industry over the last few years, I am thrilled to launch Padel 22 as the first-to-market global communications consultancy for a sport that keeps turning heads and breaking boundaries,” said Nichols.
“Padel has the unique juxtaposition of being both a decades-long established sport for Spanish-speaking nations and, simultaneously, a start-up for other regions worldwide.
“The attention on padel to date has focussed on court development and construction challenges at the grassroots level and politics and governance issues at the international level.
“However, there has been minimal communications devoted to padel’s growth and its expanding global footprint – the stories of the entrepreneurs, clubs, coaches, players, tournaments, brands and sponsors entering the sport and shaping its future. Padel 22 will change that by using impactful communications that bring to life the distinct, maverick character that this loveable rogue of a sport possesses.”
Joining Nichols at Padel 22 will be Harry Benyon as director. Benyon is an experienced media relations and influencer marketing specialist, with a background working for global brands, sports teams and Governing Bodies in the USA and UK. His back catalogue of client experience includes Adidas, The North Face, the Rajasthan Royals, Chime Sports Marketing (CSM), the ECB, the FIA and, most recently, The Hundred.
Nichols and Benyon will be joined by Barcelona-based videographer and social media specialist, Jordan Owens. Owens is a former tennis player who competed on the NCAA Circuit in the United States and recently moved to Spain to pursue a professional career in padel. He has aspirations to compete for Great Britain and play on the professional tours.
