Sports marketing as a driver of growth What to consider while forming an effective strategy: case Premier Padel

Abstract

This bachelor’s thesis embarks on an exploration to analyze how sports marketing strategies could be effectively leveraged to amplify the visibility and growth of sports, with a particular focus on padel, an emerging racquet sport which is gaining popularity rapidly across the globe. It investigates the distinct marketing opportunities and challenges inherent to less recognized sports, offering a case study on padel to provide concrete insights. The initiative aligns with the International Padel Federation's (FIP) vision of introducing padel as an exhibition sport in the 2024 Olympics and as an official sport in 2032, making this research both timely and significant.

The research aims to unravel following questions: What constitutes sports marketing, and why the knowledge is essential for sports- and related organizations? Furthermore, it assesses what considerations are pivotal when devising a marketing strategy for events in burgeoning sports sectors. The importance is highlighted, given the scant literature on emerging sports like padel compared to more universally established sports like football or tennis, thereby aiming to fill a gap in academic and practical understanding.

This bachelor’s thesis analyzes supporting factors around the marketing of padel like for example its accessibility, the social interaction it facilitates, and the health benefits associated with racket sports overall. The thesis looks into the scientific literature around promoting and marketing events, and gives suggestions to utilize various differentiation- and domain strategies. It also scrutinizes Premier Padel’s marketing strategy, particularly its emphasis on the Middle Eastern market, advocating for a marketing mix customized to the unique cultural and economic context of the target market.

In conclusion, the thesis posits that the ways of strategic marketing like differentiation techniques are paramount to sport’s internationalization. The thesis also suggests avenues for further research to padel in general and into the marketing of emerging sports across different global contexts, underlining the vast potential within sports marketing for both scholarly exploration and industry application.