54 and the Saudi Padel Committee have formed a strategic alliance which will see the agency support the phenomenal growth of padel in the Kingdom of Saudi Arabia.

The two parties confirmed the collaboration at the Padel World Summit in Barcelona last week, with 54 set to work across multiple functions including the planning of major international and domestic tournaments, operations and events management, strategic sport governance advisory, and a plan for grassroots participation and youth engagement in KSA.

In February, 54 agreed a partnership with A1 Padel to provide strategic advisory and a range of services for the global padel league.  The agreement includes the planning, delivery and licensing of a global padel event linked to the launch of a new team-based global series of padel events.

Padel in Saudi Arabia is experiencing rapid growth with an impressive increase in the number of courts and facilities dedicated to the sport, considerable private sector and government investment as well as the Saudi Padel Committee’s strong focus on increased community participation.

Jed Moore, Group 54 CEO, said: "Nowhere exemplifies the potential of padel as a mass participation and entertainment sport like Saudi Arabia. An existing strong infrastructure and genuine interest for this fast-moving game means it can look to dominate in terms of global events and stars of the future.

"We at 54 obviously have considerable experience in driving sports from the grassroots upwards as well as staging some of modern sport’s most spectacular crowd-pleasing events. We know what is needed to think strategically in a structured way to make sure padel in Saudi Arabia is grabbing every opportunity it can."

Mogren Almogren, President of the Saudi Padel Committee, said: "This partnership is the next chapter in padel’s uplifting story here in Saudi Arabia.  The potential for this sport is incredible here with so many factors in our favour – the weather, the cultural fit, the investment from private and public sources, the social appeal of people of all ages playing together.

"Working with 54 will take us to the next level. With their experience in taking sports to bigger audiences and engaging people with new formats and exciting activations we are very happy about the future."

To find out more about Saudi Padel Committee please click here.