Padel Spanks Pickleball: Inside the Rise of the New Celebrity Sports Obsession

Eva Longoria’s love for padel is well-documented, but what’s driving its rapid ascent among the affluent? Celebrity endorsements and a growing pro tour are certainly contributing factors. However, there’s more at play.

The International Padel Federation reports that participation rates have surged from fewer than 8 million players worldwide in 2018 to an estimated 35 million by the end of 2025. While accessibility remains a barrier for many, among the wealthy, padel is experiencing unprecedented growth. In the U.S., over 1,000 courts have popped up across the country – a number expected to reach 20,000 by 2030.

Luxury brands are taking notice, partnering with top players and investing in high-end rackets. Prada offers bespoke pads for $2,500, while Lamborghini’s version costs $800. Rolex recently signed its first padel deal with world No. 1 player Arturo Coello, and On, the Swiss sneaker brand, inked a deal with Coello just days prior.

Padel’s unique social aspect is one reason for its appeal. Smaller courts and shorter games make it easier to pick up than tennis or squash, and its sociability has won over celebrities like Longoria, Beckham, and Jay-Z. The sport’s ease of learning also makes it an attractive option for those seeking a low-impact workout.

Padel originated in 1969 Mexico City as a way to play tennis without a full-sized court. Enrique Corcuera created the game using glass walls and shorter rackets to make it more accessible to those with limited space.

Today, luxury brands are co-opting padel’s democratizing ethos to tap into its aspirational appeal. As WME’s Daniel Dios notes, many global brands were initially hesitant to invest in padel due to its relatively small player base. However, the rapid growth of interest has forced them to reconsider.

The rise of padel speaks to a broader trend: as consumers become increasingly health-conscious and socially aware, they’re seeking out experiences that combine physical activity with community engagement. Padel’s fast-paced, social nature – not to mention its luxurious associations – makes it an attractive option for those looking to stay active while rubbing shoulders with the rich and famous.

As padel’s top stars become increasingly entrepreneurial, celebrities like Jay-Z and Beckham are investing in teams and facilities. Luxury brands continue to partner with top players. However, whether this momentum can translate into sustained growth beyond its current luxury stronghold remains to be seen.

Mike Dorfman of the Pro Padel League notes that “We’re still in the first inning” – a phrase suggesting there’s much more to come from this rapidly evolving sport. For now, one thing is clear: padel has officially arrived as a force to be reckoned with in the world of sports and luxury.