10 Feb 2022

MHP Mischief engaged to launch new world tour for fast-growing sport padel

MHP Mischief has been appointed by the International Padel Federation to support the launch of a new ground-breaking world tour designed to bring the fast-growing sport of Padel to a wider global audience and to support the sport’s ambitions to be part of the Olympics in Los Angeles 2028.

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The agency, and its Spanish partner Atrevia, are delivering a comprehensive programme of support in the build-up to the tour’s launch, including brand development and media and stakeholder relations.

Padel is one of the world’s fastest-growing sports, with more than 25 million players around the world and celebrity fans including Serena Williams and David Beckham. A doubles racquet sport, played on small courts, it is sociable and accessible, which has helped fuel its growth.

The mandate builds on MHP Mischief’s growing roster of sports clients, including The Hundred, beIN Media Group and the Kiyan Prince Foundation, as well as sports sponsorship activation for Three, JustEat and E.ON.

The project team combines creatives, strategists, media relations experts and designers from across the agency’s Mischief, Studio and Brand & Reputation teams.

Nick Barron, Deputy CEO of MHP Mischief, commented:

“This is an amazing project to be involved with. Padel is already one of the most popular sports in some major markets around the world, and it’s still in its infancy. The tour will turbocharge the sport’s growth and help new fans and players discover what makes it so special. The tour has stellar partners and unlimited potential.”

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