The good development of padel is based on the principle of "word of mouth". Indeed, there is not enough solid media to disseminate the practice nationwide. The problem of this market then rests on the development of external communication, that is to say, a communication which does not rely mainly on these direct actors but on an organization or institution that can have influence on the general public. .

For example, BFM TV as well as France television produced a report on the arrival of padel in France by explaining the nature of this sport. This is indeed a way to reach more people and make this sport known to all French people. This is already a good start for this market, but must be accompanied by companies which must keep this practice alive to attract as many players as possible.

Since 2014, the FFT has been slow to take this project seriously because there was a fear that the padel come and uproot tennis, a fairly conservative and traditional sporting practice in France. But, there has been an awareness of the FFT since 2018, with the idea that the padel could be an important growth lever given the downward trend in tennis licenses.

There is above all a political aspect behind this where the padel could be a complementarity of tennis and not a divergent practice on the contrary, thus promoting the growth curve of tennis licensees and padel, which is beneficial for a president.

The visibility of this market must mainly pass through companies. Indeed, even if the players are passionate about this sport and achieve good communication in their different environments, this is not enough to expand the market. This requires complementarity on the part of companies. We have seen that many companies respond to calls for tenders sent by clubs to sponsor their golf courses. padel.

Others participate in the promotion of padel by organizing events in places that can attract the most people to come and take an interest in this new practice (development of a field during Roland Garros 2018).

Thus, this complementarity makes it possible to provide more credibility to this sport. Indeed, when a sports person or not sees itself the demonstration of a product, it will be further pushed to learn about it. It is for this reason that companies must continue to live this practice by presenting it on major sporting events which will be beneficial over time to the good emergence of this market in France.

In summary, the FFT as well as the related companies must fulfill their roles to develop the padel at the national level because if the activity is not sustained enough, this sporting practice will become a "fad" for everyone and its beginning of popularity will decline which could be critical for clubs. padel and their profitability.

We have seen that the role of consumers is also essential. Indeed, several elements have been created to strengthen the competitive spirit of this market (FFT padel tour, P100, P250, P500, P1000 tournaments), this has attracted many sports equipment manufacturers. These companies sponsor certain players to convey their brands, which reinforces the influence of this sport. Players are therefore very important elements and allow companies to bet on a booming sport.

Sponsorship is a very important element for a sports market, it helps to support the costs of event development, to communicate about the practice through these companies and to reinforce the weight of the market compared to others. more entrenched sports.

Thus, we see that the market for padel has all the elements to become a very influential market in France and very popular, however it will take time for this practice to become part of French sports habits.

It is for this reason that the FFT is the centerpiece for the good development of this market and prevent the slowdown of its growth.

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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