Students and faculty at the Newhouse School of Public Communications have partnered with a global communications consulting firm to produce a report on the rising popularity of Padel in the United States. The report, titled “Celebrities, Community, Content, and Competition: Padel’s Meteoric Rise in U.S. Popularity,” highlights key factors contributing to the sport’s growth.
Padel is described as a racket sport that blends elements of tennis and squash. The report attributes its surge in popularity to increased streaming options for tournaments, community-focused clubs, and celebrity endorsements from figures like Eva Longoria and Derek Jeter.
Ben Nichols, founder of Padel 22, stated, “Padel in the U.S. won’t be just a sport—it will be a cultural phenomenon.” He compared its momentum to that of pickleball but noted Padel’s broader lifestyle appeal.
The project was led by Baneet Bains G’25 under the supervision of Brad Horn from Newhouse School. Nichols expressed his honor in partnering with Newhouse’s public relations program, saying it allowed them to blaze a trail by producing this industry-first report.
Padel is typically played as doubles on an enclosed court smaller than a tennis court. Balls can be played off walls during matches. There has been debate over pronunciation; Nichols clarified it as “PA-dell” (like “paddle”), though some say “pah-DEL.”
The report notes that U.S. court construction increased dramatically from fewer than 30 in 2020 to over 600 in 2024, with projections reaching 30,000 by 2030. Olivia Stomski from Newhouse Sports Media Center highlighted media growth and engagement as crucial factors driving emerging sports’ success.
This collaboration provided students with hands-on experience working on an emerging sports trend project—the first research of its kind about Padel in the United States—offering valuable insights into global sport communications.
Horn emphasized integrating classroom knowledge with real-world impact through such partnerships as central to Newhouse’s educational approach.
Bains described leading her team as an ultimate hands-on learning experience that mimicked professional environments.
