Padel continues to grow. And just when we thought we had seen it all, news arrives that raises the bar once again. A few days ago, we announced the entry of On Running into padel alongside Arturo Coello, and today the impact is even greater: Rolex will be the new sponsor of the world number one.
Swiss watchmaking bursts onto the padel scene
Beyond the obvious joy for Arturo Coello as an athlete, this news goes far beyond the individual level. What the Valladolid-born player is achieving, together with his team, is taking padel to places that not so long ago seemed unattainable.
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Rolex is not just any brand. Swiss luxury is represented by only a very small group of athletes worldwide. Names such as Roger Federer, Carlos Alcaraz, and Tiger Woods are part of that select club. The fact that padel is now entering that conversation is a clear statement of intent.
Announcements like this confirm something that many of us already believed: padel is not an emerging sport. It is a global phenomenon that is here to stay.
Arturo Coello, from a village in Valladolid to the top, has become one of the greatest assets in sport today. Image, personality, results, and a perfect narrative for any brand. All built on hard work and perseverance.
The padel ecosystem
If a few seasons ago the arrival of Red Bull was a real revolution, especially in the audiovisual sector and in the way padel was portrayed, we are now seeing a new qualitative leap. Increasingly larger, more global, and more demanding brands are betting on 20×10.
There were already precedents in the luxury watch sector. Richard Mille, a brand on the same level as Rolex, has had Fernando Belasteguín as its ambassador for years. The Argentine has sometimes been seen off the court wearing one of these unique pieces. But the context is different.
In this case, Rolex is betting on an active player who is fully established, at the peak of his career, and with his entire history still to be written. It is a strategic decision that speaks volumes about the current state of padel.
The wise decision of Rolex to bet on Arturo Coello and our sport will undoubtedly go down in the history books of sports marketing. And this is only the beginning.
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