World Padel Tour in three-year deal with new car brand Cupra
The World Padel Tour has agreed a three-year partnership deal with Cupra, the recently-renamed performance car division of Seat, the Spanish automobile brand.
Under the agreement, Cupra will be the official international partner of the padel circuit during 2019, with a presence at six international padel tournaments, before stepping up to become the premium sponsor of all official WPT competitions in 2020 and 2021.
In May last year, Cupra broke into the racket sport by partnering with four of the sport’s top players: Fernando Belasteguín, Pablo Lima, Alejandra Salazar and Ariana Sánchez.
The four players have worn the Cupra logo on the court in all WPT tournaments since the beginning of the 2019 season.
Luca de Meo, president of Seat and chairman of the board of directors of Cupra, said: “Cupra and the World Padel Tour are two budding success stories that have conquered car and sport lovers since their inception. We both want to help padel in its international expansion, and playing on the same side is the best formula to ensure victory.”
José Luis Serrano, chief executive of the World Padel Tour, added: “Nowadays, for a competition to be important, it must associate with equally relevant companies. At WPT we believe that our alliance with Cupra is strategic; we have closely followed the brand’s evolution and progression in Spain and internationally, and we believe it has a spectacular future that we would like to be a part of for many years.”
In recent years, padel has become the second most widely practised sport in Spain with more than 5 million players, and claims to be the fastest growing sport in Europe, with the installation of new facilities driving triple-digit growth.
Last year, the International Padel Federation gained observer status with Global Association of International Sports Federations, a likely prelude to membership of the umbrella body of international sports federations.