PRO AM PADEL TOUR

DELIVERING SOCIAL MEDIA GROWTH IN PADEL

Building a media platform for the Pro Am Padel Tour to develop from and growing their social media presence to millions of views in the process.

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THE BRIEF

The Pro Am Padel Tour was built to do more than stage celebrity match-ups and viral moments. In its third year, the tour set out to use padel as a platform to connect people, open doors and create meaningful community impact — blending elite-level play with entertainment, grassroots access and purpose-led initiatives alongside LTA Padel and key brand partners.

AND THE NEW was brought in to translate that energy into a social-first content engine that could travel city to city, build momentum across the season, and give audiences a reason to care beyond the court. Across four live events in 2025 we captured the on-court drama, the off-court personalities, and the community storylines in a way that was fast, consistent and platform-native across Instagram, TikTok and LinkedIn.

Our approach centred on high-impact, always-on coverage: punchy edits built for social, interview-led storytelling, and a steady stream of highlight moments designed to keep the tour in conversation throughout the season. The celebrity line-up helped spark attention — including names like Joleon Lescott, Jason Manford, Dion Dublin, Joe Marler, Steph Houghton, Phil Jones, Johanna Konta, Gabby Agbonlahor, Charlotte Dawson, Chris Stark, Danny Care and Heather Watson.

We helped drive the Pro Am Padel Tour to become one of the staple sporting events on the UK calendar utilising celebrity ambassadors at every opportunity and outperforming growth expectations at every stage.