Estrella Damm Padel: From Sponsorship to Brand Identity

Estrella Damm, the Barcelona-based beer brand, became the defining corporate partner of professional padel through its long-running title sponsorship of the World Padel Tour (WPT). For much of the 2010s and early 2020s, the WPT was commonly referred to as 'the Estrella Damm circuit' — such was the brand's association with professional padel.

The sponsorship represented a significant investment in padel's professionalisation: production values for television coverage, prize money increases, and event infrastructure all improved markedly during the Estrella Damm era. The partnership is considered one of the most successful sport-brand alignments in padel history.

When the WPT-FIP conflict emerged in 2022 and the Premier Padel tour was created, Estrella Damm initially remained with the WPT before the eventual consolidation. The brand continues to have a presence in professional padel, though the unified Premier Padel structure has diversified its sponsorship portfolio.

Estrella Damm's padel association reinforced the sport's Mediterranean identity and social character — the brand aligned naturally with padel's culture of post-match socialising and summer sport. Their marketing campaigns featuring professional players became widely recognised across the European padel community.