Be part of Padel's
expanding global footprint.

Ever since we arrived on the scene in October 2022, we’ve been on a mission to grow the profile of this exhilarating sport across what we like to call the New Padel World – the new nations, territories and regions where this most maverick of sports is now on its way. From the US to the UK, Singapore to South Africa, and the Netherlands to New Zealand, these are the new nations who arrived fashionably late at the Padel party. Through cutting-edge communications from our team of global experts, we are driving padel’s new world narrative.

The Story

The story of Padel is the story of a two-speed sport. A 55-year-old start-up. Established for decades in the game’s powerhouses of Mexico, Spain, Argentina and swathes of South America, Padel is a newcomer to the nations of the non-Latin world, from Croatia to Canada, Saudi Arabia to Sweden, and India to Indonesia. Today, Padel is booming worldwide. With an estimated 30m players across 100 nations worldwide, Padel has a story completely distinct in the modern world, and this was the catalyst for Padel 22, which was born in, yes 2022, with a mission to elevate the sport’s profile across the nations where the sport was on its way. Since then, Padel 22 has been working with the leading clubs, federations, leagues, players, manufacturers, brands, businesses to build “Brand Padel”.

The vision

Our vision is to be the go-storytellers for the New Padel World. Unlike any other mainstream sport, Padel is expanding rapidly, in front of our eyes, in real time. We get a kick out of this real time growth, out of the once-in-a-lifetime opportunity we have to shape the narrative of this maverick sport. Through our unique global experience in nations such as the US, UK, Canada, the UAE and Australia, and in sports as diverse as F1, ATP and WTA Tennis, Rugby and Football, we aim to create a completely distinct identity for Padel. We aim to create “Brand Padel”.

Get to know the people behind Padel 22.

The Team
Ben Nichols
Founder CEO
Ben is a leading strategic sports communications and international relations professional whose career has taken him from the UK to the U.S. and the UAE to Canada. An entrepreneurial figure, he has a proven track record of success for the world’s top sports series, leagues, events, teams, leaders, athletes, brands and media. Most notably, Ben ran Media Relations for WADA during ‘the biggest sporting crisis of the 21st century’ – the Russian Doping Scandal. By the age of 26, Ben was overseeing Communications for the award- winning ATP and WTA Dubai Tennis Championships. This was followed by senior roles at F1 team Lotus Renault GP and the Commonwealth Games Federation. He since became an expert in the world of padel by working at the Premier Padel Paris Major at Roland Garros, and then leading PR for the GB Padel Team at the FIP World Padel Championships.
Rob Baney
Account Director
Rob has over six years of experience working in agencies for some of the world’s biggest sports rights holders and brands, including Premier League, Mercedes F1, Nike, NFL, Sky Sports, 888sport, England Cricket and LaLiga.
 He has been involved in consumer activations with Erling Haaland, organising press activity at NFL London Games, presenting a mural of Andy Robertson’s face (created using playing cards) to the man himself, executing content creation campaigns with Razor Ruddock and an inflatable swan, to dealing with crises with international cricketers. Rob has a wealth of experience across consumer and corporate communications and influencer marketing activity, who has an expert eye for a story, a great network of contacts and the ability to deliver bigger and bolder ideas.
Oscar Sanger
Account Manager
Oscar Sanger, a PR and marketing expert with a first-class Business and Management degree from the University of Exeter, excels as an Account Manager at Padel 22. He has made a significant impact by launching clubs, managing events, and securing media coverage. With additional event management experience from the Cinch Tennis Championships and Wimbledon, Oscar combines his passion for padel with a commitment to driving client success and visibility in the competitive sports world.
Danilo Lavia
Head of Digital and Brand
Danilo has a diverse marketing background, working with NGOs and hospitality businesses. As an entrepreneur, he’s opened three restaurants from Florida to New Jersey and consulted for quick-service chains in NYC. He helped The Captain Paul Watson Foundation raise over $10 million and collaborated with celebrities on ocean conservation awareness. Danilo founded ITO Haus and partnered with Padel 22 to enhance brand development for Padel businesses globally. The rise of Padel in the US has led him to become an expert in its growth and potential.
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PADEL 22 – 2024