Why is paddle becoming one of the best sports marketing opportunities in Colombia?
In recent years, the paddle has gone from being a niche sport to becoming one of the most dynamic in Colombia. Its growth in infrastructure, number of players and events has attracted the attention of brands looking for fresh, aspirational environments and with active communities.
The most interesting thing is that the paddle not only grows among fans, but also as a strategic platform for brand sponsorship and positioning, especially among premium audiences.
According to El Colombiano, in 2023 the reserves of paddle courts increased an impressive 870%, exceeding football and tennis in popularity within platforms like Easy Cancha
What data support the paddle boom in Colombia?
According toThe Colombian, in 2023 the reserves of paddle courts increased by an impressive 870%, exceeding football and tennis in popularity within platforms like Easy Cancha - Source: The Colombian】.
For his part,El Paísreports that 291 courts have been built in 81 clubs, and 90% of them were developed between 2022 and 2024 - Source: El País】.
This rapid expansion reveals a clear opportunity: the paddle is a growing phenomenon, ideal for brands to take advantage before the ecosystem is saturated.
What audience profile does the paddle attract?
This sport mainly connects with an audience that brands value for their ability to consume and influence:
- Men and women between 25 and 45 years old.
- Professionals, entrepreneurs, executives and active young people.
- With healthy lifestyle, taste for networking and social activities.
- Belonging to medium and high socio-economic segments.
This profile is ideal for wellness, fashion, technology, gastronomy, cars, functional drinks, financial services and more.
What makes the paddle so attractive to the sponsors?
- Visibility without saturation:Unlike other sports, the paddle is not yet overloaded with brands, which makes it easier to highlight.
- Immersive experience:events are intimate, close and highly experiential.
- Multiplatform presence:Paddle communities are active in social networks, clubs, tournaments and events.
- Versatility:You can sponsor an event, an academy, a court, a player or even a local league.
What are the examples of brands betting on this sport?
At the international level, companies such as Cupra, Adidas, Red Bull, Wilson and Bullpadel lead the sponsorship of tournaments such as the World Padel Tour, launch specialized products and create immersive experiences for fans.
In Colombia, local and regional brands are beginning to explore these spaces. Some have already been activated through:
- Business events in paddle clubs.
- Ambassadors or amateur players with strong network presence.
- Partnerships with clubs to offer membranes, benefits or product sampling.
- Business events in paddle clubs.
What industries have the most potential in the paddle?
💡 If your brand is in any of these sectors, the paddle could be a strategic channel:
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SECTOR
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|---|---|
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Sports clothing / fitness
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Branding in court and ambassadors
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Technology
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Activations and giveaways in tournaments
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Wellness / health
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Positioning with a healthy lifestyle
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Functional drinks
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Sampling and presence in clubs
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Education and training
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Partnerships with paddle academies
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Tourism and entertainment
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Premium sports events or experiences
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What are the projections of the paddle in Colombia for the next few years?
The Colombianestimates that, if we follow the current trend, by the end of 2025 there will be more than 70,000 active players in the country - Source: The ColombianΟ. This natural increase will open up new opportunities for tournaments, academies, private leagues and visibility spaces for brands throughout the national territory.
What should your brand do if you want to take this opportunity?
- Evaluate your current audience and see if it fits the profile of the paddle player.
- Define a clear objective (notoriety, conversion, engagement, community).
- Contact clubs or events to know your sponsorship packages.
- Think beyond the logo: consider activations, content and real connection with the community.
FAQ: Frequently Asked Questions about Paddle Sponsorship
How expensive is it to sponsor a paddle event in Colombia?
From local alliances with clubs that offer packages from $2-3 million, up to presence in tournaments with greater visibility by $10-15 million. It all depends on the scope and format.
Can it be sponsored without being a sports brand?
Sure! Many sponsors are banks, insurers, drinks, tech companies, fashion, even real estate. The paddle is a versatile environment.
How long does an average activation last?
There are sponsorship by event (1-2 days), seasonal (3-6 months) or permanent alliances. The ideal is to start with something punctual and scale according to results.
You want your brand to be part of the growth of the paddle in Colombia?
Let's talk and design a visibility strategy that connects you to this expanding community.
