From Competition to Cultural Force: Padel is on Track to Become the Next F1

By Jolene Delisle, founder of The Working Assembly

Formula 1 has long been synonymous with speed, glamour, and cutting-edge innovation. But its true genius lies in how it has transcended the racetrack to cement itself as both a sport and a cultural phenomenon. From its Emmy Award winning Netflix series ‘Drive to Survive’ (DTS) to a newly inked 10-year partnership with Louis Vuitton, F1 has built a reputation as the pinnacle of motorsport while embedding itself into the fabric of global culture. 

Now, another sport is poised to follow in its footsteps. Enter padel, a fast-growing, high-energy racquet sport that’s quickly gaining traction worldwide. With a market projected to reach $5.76 billion by 2032, padel is on course to become the next F1. 

While it’s still early days, padel enthusiasts are convinced the sport will take off in the US. High-profile athletes including David Beckham, Dwyane Wade, and Miami Heat shooting guard Jimmy Butler are already playing the fast-paced game, while World Cup champion Messi is so enthusiastic about the game, he has had a court installed at his Barcelona home. 

Unsurprisingly though, it’s tennis players that seem to be rallying most around the sport. Two-time Wimbledon winner Andy Murray and his brother, Jamie, have invested early in Game4Padel, a company that builds padel courts in England. Former tennis player and billionaire Wayne Boich has reportedly built a padel pitch at his Miami Beach home, with the waterfront mansion becoming an “exclusive clubhouse” for padel enthusiasts including Ivanka Trump, according to the New York Post. 

The next chapter of padel’s story depends on its ability to transcend the game and become a cultural force. Strategically using branding, partnerships, and storytelling will be key to how it captivates athletes and non-athletes alike.

One of the biggest missteps in elite sports branding is excessive exclusivity. True luxury isn’t about alienation; it’s about crafting an experience that feels desirable yet inviting and super relevant. See how tennis evolved far beyond its country club roots to embrace a new generation of players and fans. Jannick Sinners, Coco Gauff, and Ben Shelton are among the rising stars catching the eye of luxury brands including Gucci and Rolex. And Challengers, starring real-life tennis fan Zendaya, explored the intersection of sports, fashion, and culture, creating a fresh, relevant aesthetic for the sport.

F1, meanwhile, has mastered its own balance by blending exclusivity with entertainment, making high-speed racing feel both aspirational and accessible to global audiences. Much of its recent traction is due to the success of DTS, which premiered on Netflix in 2019 and is now in its sixth series.

Just as F1 strikes the balance between prestige and accessibility, for padel, the key to maintaining long-term growth is ensuring it remains both premium and social as it grows across North America—a raft of clubs, pop-ups and hosting tournaments are set to introduce the sport to a much wider audience over 2025. Unlike other racquet sports, padel’s core identity is inherently communal: 57% of players stay for a drink after playing, making it as much a social scene as an athletic endeavor. By embracing this, the sport and its partners will build an ecosystem where players and spectators don’t just watch—they participate in a lifestyle. 

There’s a lot padel can learn from F1’s ascent to luxury phenomenon. The modern luxury consumer doesn’t just want to watch a sport, they want to be part of an experience. Exclusive courtside lounges, premium membership clubs, and high-profile events create an aura of exclusivity without exclusion. By integrating elements of luxury hospitality, padel, its sponsors and collaborators can offer an experience that is as much about social prestige and connectivity as it is about sport.

Unlike in Europe and Latin America, where padel is already gaining significant traction in elite circles, North America has to date lacked an identity that positions it as a premium, culture-shaping sport. Pro Padel League (PPL), North America’s first and only professional padel league, with whom we partnered to create a new brand identity, had a vision to establish padel beyond sport towards an experience, a movement, and a lifestyle.

After all, F1’s success isn’t just about racing; it’s about spectacle. To similarly permeate culture, PPL took a similar approach, designing a brand identity that feels bold, dynamic, and cinematic. The mark itself integrates the most energetic piece of equipment, the ball, to create an iconic logo that can live on its own or locked up with the wordmark. Leaning into the speed, precision, and emotion of the game through design ensures that every brand touchpoint—from logo to court designs—feels like it belonged in a world-class sports league. 

Just as F1 partners with premium brands like Rolex and Möet, expect to see collaborations with high-end designers, limited edition apparel drops, and bespoke equipment lines. The recent partnership between PPL and Adidas was a significant validator in this space, aligning padel with a globally recognized sportswear brand.

Padel is now at an inflection point. For brands, investors, and cultural tastemakers, the opportunity is clear. With the right strategic moves—leaning into culture, creating events, brand collaborations, and media moments that extend beyond the game—the sport has all the ingredients to follow a similar trajectory to F1 and become the defining luxury lifestyle movement of the next decade.

As padel continues to push boundaries, explore new avenues for growth, and amass a passionate, engaged following, there’s no telling how far it can go in shaping culture and inspiring future generations. 

Branding in prestige sports is a fine balance of accessibility and aspiration, and in padel just as in F1, the possibilities are as dynamic and compelling as the game itself.