All the news in US Padel you need to know.
The Deep Dive: A million dollars isn’t cool. You know what’s cool? A billion dollars.
Most investors wait for a sport to become a sure thing before they buy in. The smartest operators build the infrastructure before the market even arrives.
That was the core thesis from VVV Sports Limited Chairman Jonathan Rowland on the latest episode of the Constant Sports Podcast. Rowland, who operates a vertically integrated platform across the emerging racquet sports ecosystem, outlined a massive growth trajectory for padel—particularly in the United States. While the US currently lacks the physical court infrastructure of Europe, the commercial upside and premium positioning make it the ultimate prize.
VVV Sports isn't just watching from the sidelines. As a publicly listed company in London, they are actively raising £5 million (about $6.5 million) to fund aggressive US expansion and are targeting a future NASDAQ listing. But they aren't just building courts (though they are developing a massive venue in Abu Dhabi). They are building the cultural ecosystem, highlighted by a Drive to Survive-style documentary series currently in production and slated to hit Amazon Prime late this summer.
The Primetime Take: Recall our Primetime interview with Jonathan? As we always say here at Primetime Padel, physical courts are only half the battle—the sport needs a narrative. VVV’s approach of owning the media, the tournaments, and the infrastructure is exactly what the US market needs to transition from a niche country-club hobby to a mainstream cultural force. Keep a close eye on their Amazon Prime series; if it hits the way F1's documentary did, the demand for US courts is going to break the scale.
Quick Hitters of the Week
Taking a Bite Out of the Big Apple: PPL's NYC Debut
The Pro Padel League (PPL) is officially kicking off its 2026 season in the heart of Manhattan. Partnering with Fever as its exclusive ticketing platform, the PPL is bringing the world's top players to the iconic Hammerstein Ballroom from July 9–12.
The Primetime Take: This is a massive milestone for the sport's visibility. Hosting an event at a venue as legendary as the Hammerstein Ballroom proves the PPL is serious about packaging padel as premium sports entertainment. And don’t forget, this is the same location they wrapped the 2025 season and by all accounts, it was electric (previously covered by Primetime). Tickets are live, and if you are anywhere near the Tri-State area, you need to be there.
Read more: Secret NYC PPL Tickets Guide
Bushwick Gets Battered: Brooklyn Padel Secures Prime Real Estate
The NYC padel footprint continues to expand. Brooklyn Padel LLC has officially signed a retail lease to set up shop at a long-vacant, high-traffic property at 199 Starr Street in Bushwick.
The Primetime Take: Real estate seems to be the biggest bottleneck for US padel growth. Seeing operators successfully navigate the brutal NYC commercial real estate market to secure premium, accessible locations is an incredibly bullish signal for indoor club viability nationwide.
Read more: New York Business Journal
US Players Going Abroad: Juniors to Columbia, College-level to Spain
The USPA has announced the official roster and travel plans for the USA National Junior Players heading to the Pan American Junior Circuit II. Stop two of the 2026 season runs July 2–4 at Padel House Galicia in Pereira, Colombia. And Just a few days after that, the US National college-level Team is heading to Spain at the 2026 FISU World University Padel Championship, set to run July 7-11 at PSM Fantasy Club in Malaga, Spain
The Primetime Take: You can't build a dominant national team without a deep youth pipeline. Getting our top juniors international reps against battle-tested South American talent is exactly the kind of friction they need to elevate their game (so down the road they can compete at tournaments like the college kids are heading to in Spain).
Read more from the US Padel Association : USPA Junior National Team Update and US National Team Heads to Spain
Red Bull Gives You... Bandejas?
Red Bull has officially entered the digital padel space, launching Red Bull Padel: Court Legends. The new mobile game brings the official Premier Padel tour directly to your smartphone, allowing fans to play as their favorite global stars.
The Primetime Take: Do not underestimate the power of gamification. A significant portion of young American sports fans learn the rules and rosters of global sports through video games (just look at FIFA's impact on US soccer). This is a brilliant top-of-funnel marketing play to build mainstream fandom.
Read more: Red Bull Padel News Hub
Don't forget to follow the Primetime Padel Podcast to hear our AI co-hosts provide their own takes on all the news from this past week (trust us, it’s cool)! Exclusively on Spotify.
Stay tuned over the next week! We have some BIG stuff coming your way.
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