First, we will analyze the importance for business structures to be visible to society.

The professionals interviewed all agreed on the fact that the padel is a market lacking in visibility. Unlike tennis, which is a sport that is part of the history of France, the padel is a sport still too little known to the French to hope one day to be in the sports most practiced in France.

However, the majority of professionals are optimistic about its development in the years to come and this goes through the public visibility of the sport "Word of mouth is having an effect, but what we lack is visibility for the general public, which is still quite low". Indeed, even if large television channels like "Canal" or "BFM" presented this sport as a new flourishing sport in France, too few people are concerned by this sport.

A real interest in developing external communication

Public visibility begins with word of mouth. Indeed, communication around the padel remains strong enough internally, but the problem is access to this communication. Specifically, if an individual is not dating a follower of padel, he will have no way of being informed of the creation of a new club of padel or just something that could arouse curiosity towards this sport. Many information pages exist on social networks or even web magazines such as " Padel Magazine », But this remains rather low in terms of visibility, even if this medium is the main source of information for all players and clubs of padel.

Thus, the external communication must be solidified by a stronger organization even if the FFT has boosted the activity recently.

Visibility through the companies

    Visibility also involves field and tournament sponsorship. Indeed, each club of padel has for mission to rename each of their land, to make "Naming", for visibility with companies. In fact, sponsored fields take on a certain value which is beneficial to the club. In addition, the padel is practiced by all age groups, so an entrepreneur coming to play padel on a site sponsored by a company the question may arise " why not me ? ", thus adding visibility to companies but above all promoting "word of mouth" and communication of the sport.

This external visibility is supported by all the clubs of padel but it is still quite low. However, a handful of companies specializing in padel have recently emerged. This is the case of the company " Padel Sport Events ”which works on 3 offers promoting communication of clubs and sport. This company provides media coverage and supports clubs in their marketing and communication strategy. In addition, she does events by building a field of padel anywhere with the promotion of the practice on events, as for example at Rolland Garros.

This type of business promotes external communication of this practice by showing the padel on events attended by athletes, of course, but also tourists, families, stars and investors.

However, according to many entrepreneurs such as Mr. Baptiste Poey, director of Padel Sport Events, in addition to low visibility, the padel could be pharaminous thanks to "A real and solid development strategy with a stronger economic model".

 Theme 2: Visibility
Develop external communicationo Visibility based on “word of mouth”.

o Insufficient media coverage to the general public.

o A stronger organization needs to take responsibility for greater visibility.

Visibility through the companieso Field sponsorship makes the practice visible to companies.

o Company promoting the visibility of this sport through their activities

o Promotion of padel on major events.

Tanguy Le Roux

Student in Master 2 entrepreneurship and innovation at IESEG SCHOOL OF MANAGEMENT in Paris and passionate about sport, I decided to devote my end-of-study thesis to the emergence of padel in France as a sport and social practice and the associated market development. Having lived 22 years in Morocco and for 5 years in France, I am delighted to be able to share my skills.

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