AND THE NEW JOINS THE PROAM PADEL TOUR AS SOCIAL MEDIA STRATEGY AND DELIVERY PARTNER

We’re fired up to announce our latest partnership: AND THE NEW is officially teaming up with the ProAm Padel Tour, the UK’s most exciting padel event series, as their social strategy and content agency.

The ProAm Padel Tour is the UK’s fastest-growing padel event series, where sport, entertainment and culture collide: a four-event series that pairs professional padel players with a rotating cast of well-known personalities from across sport, entertainment, and internet culture — creating an energetic, fast-paced format that feels built for today’s audience.

In recent years, the court has been graced by the likes of Theo Walcott, Adam Peaty, Jill Scott, Joleon Lescott, Chris Robshaw, Kem Cetinay, and Spencer Matthews, in addition to brands like Cupra, Certina Watches and NOX — making this one of the most star-studded and culturally relevant formats in the UK sports calendar.

Now, with 2025 set to bring even more energy, This year’s tour will cover three events across the UK before returning to the capital for a Grand Final in October. Alongside the ProAm action, each event includes a dedicated Community Day, focused on youth, inclusion and grassroots sport all in partnership with the LTA.

There’s real cultural heat building around padel and this series is right at the centre of it.

A NEW CHAPTER FOR THE PROAM PADEL TOUR

AND THE NEW has been brought on board to shape the ProAm Padel Tour’s social strategy, content approach and overall brand narrative — helping to build out a clear identity, define what makes the event unique, and deliver content that gets people talking before, during and after each tournament.

It’s a rare and exciting brief: part sport, part show, part movement. And we’re here to help the team capture the full energy of it  from draft-day rivalries and mic’d-up moments, to the bigger stories around community, character, and competition.

“What makes this so exciting is the blend of worlds. You’ve got professional sport, celebrity energy, grassroots impact, and internet culture all colliding in one space. It creates the perfect platform for entertainment, storytelling and social buzz — and we’re thrilled to be the team trusted to bring that all to life.” Ryan Tinslay, Co-Founder of AND THE NEW.

THE OPPORTUNITY AHEAD

There’s huge potential to shape ProAm Padel Tour into a true social-first property. One that builds characters, fuels team rivalries, and creates memorable content that lives well beyond the court.

We’re just getting started and there’s a lot more to come.