The 2024 Premier Padel season began on February 26 in Riyadh, Saudi Arabia, and will finish in Barcelona, Spain, in late December. (Emanuele Cremaschi/Getty Images)

The international Premier Padel series, owned by Qatar Sports Investments, has struck a global deal with online betting and gaming firm Betsson.

Through a worldwide, multi-year deal unveiled today, Betsson becomes a global betting partner of the padel tour.

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Aside from the betting element of the deal, Benson (based in Sweden) will also provide competitions and content around Premier Padel evetns, as well as ticketing and VIP experiences for customers.

The betting brand joins firms such as Qatar Airways (the series' title sponsor), Red Bull, Wilson, Mondo, and Playtomic, as key strategic partners of Premier Padel, for which the 2024 season is its inaugural campaign.

Betsson has already sponsored one Premier Padel event in 2024, having been involved with the Mar del Plata tournament in Argentina earlier this year.

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Elsewhere in padel, it has also previously been a partner of tournaments organized by the FIP governing body.

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Rob Mitchell, Premier Padel’s commercial director, has now said: “This is an exciting time for Premier Padel and we are continually looking at ways to grow the sport globally and make it more appealing and engaging for fans both on and off the court. Our partnership with Betsson will bring a new audience to Premier Padel tournaments and fans will experience new player information and in-tournament insights.”

The inaugural 2024 calendar features 25 tournaments across five continents and 18 countries. It began on February 26 in Riyadh, Saudi Arabia, and will finish in Barcelona, Spain, in late December.

Ronni Hartvig, chief commercial officer at Betsson Group, added: “We are probably the most dedicated betting company out there when it comes to padel, with our extensive experience in sponsoring tournaments and offering one of the broadest ranges of odds in the industry.”

In terms of recent Betsson activity, meanwhile, that brand is now the front-of-shirt sponsor for Italian soccer giants Inter Milan, for the next four seasons, through a deal unveiled in early July.

The company’s Betsson Sport logo now features on the front of the men’s first team shirts for all Serie A, Coppa Italia, UEFA Champions League, and FIFA Club World Cup games.