LONDON, UK – 28 JULY 2026 — Decathlon UK & Ireland has today announced its partnership with Sela and the London Premier Padel P1, becoming the event's exclusive Official Retail Partner as the world's leading professional padel tour arrives in the UK for the very first time.
Taking place from 4–9 August 2026 at Olympia London, London Premier Padel P1 brings together the world's top male and female two-player elite teams for six days of elite competition. The landmark event marks a major milestone for padel in the region - a sport that has seen participation rapidly accelerate, passing one million UK players in 2026 with adult awareness surging to 57%.
The partnership further strengthens Decathlon UK & Ireland’s position as one of the region’s leading padel retailers, serving players nationwide across its 40+ physical stores and comprehensive online offering.
With new court infrastructure opening rapidly across the UK & Ireland, London Premier Padel P1 provides a global stage to showcase the sport at its highest level. Decathlon UK & Ireland is partnering with the tournament to help inspire a new generation of players and coaches, connecting fans at the venue with high-performance products and technical expertise.
As Official Retail Partner, Decathlon UK & Ireland will be at the heart of the fan experience throughout tournament week, operating a dedicated Shop & Brand Activation Space in the fan zone. Decathlon will also bring the excitement to fans nationwide across its social channels - following supporters from their journey to Olympia London and capturing live fan zone reactions, \u200b on Instagram (@decathlonuk).
Key highlights include:
Sport has an amazing way of bringing people together, and padel is achieving that faster than anything else right now. At Decathlon, everything we do comes back to getting people moving and making sport genuinely accessible through high-spec, technical gear - and our Kuikma padel range is no exception. We’re excited to showcase what we offer for players and fans, and looking forward to bringing plenty of fun and energy to Olympia London! Charles Guth, Commercial Leader - Golf & Rackets at Decathlon UK & Ireland
“We’re delighted to welcome Decathlon as a commercial partner for the inaugural London Premier Padel P1. As we bring Premier Padel to the UK for the first time, every element of the fan experience matters. Having a globally recognised sports retailer like Decathlon on board ensures spectators have access to quality equipment and apparel throughout the event, while helping us create a more complete and engaging experience for everyone who joins us at Olympia.” Stewart Hosford, CEO International at Sela
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About Decathlon
A global multi-specialist sports brand catering to beginners and top athletes, Decathlon is an innovative maker of sporting goods for all skills. With more than 100,000 teammates and 1,700 stores worldwide, Decathlon and its teams have been working ever since 1976 to fulfil an ongoing ambition: Bring people together through sport to make wellbeing accessible for all.
About London Premier Padel P1
London Premier Padel P1 is the UK's first tournament on the Qatar Airways Premier Padel Tour, bringing the world's best players to Olympia London from 4–9 August 2026. As one of the most prestigious events on the international calendar, the tournament combines elite sporting competition with a premium fan experience, helping accelerate the growth of padel while establishing London as a new destination for world-class professional padel. Premier Padel has signed a multi-year partnership with internationally renowned sports and entertainment business Sela to cement London as a regular stop on the Qatar Airways Premier Padel Tour.
About Sela
Founded in 1997 as a sports agency and it became a PIF subsidiary in 2020. Over the years, Sela has been instrumental in delivering large-scale events and developing iconic destinations. Notable projects include the Boulevard Riyadh City and Boulevard World entertainment venues, the luxury VIA Riyadh complex, the state-of-the-art Jeddah Superdome, and the Jeddah Yacht Club and Marina.
In 2023, Sela became the primary front-of-shirt partner for Newcastle United Football Club, marking a significant step in its global expansion efforts. Sela is led by a team of experienced professionals, including Dr. Rakan AlHarthy, who serves as the Managing Director and CEO. The company’s international expansion strategy is bringing world-class sporting and entertainment experiences to fans across the globe. In 2025, Sela helped deliver the biggest international boxing event of the year with Terence Crawford vs. Saul “Canelo” Alvarez, staged in front of a sellout crowd at Allegiant Stadium in Nevada. It also delivered the rematch between Chris Eubank Jr and Conor Benn in London, England in November. This year, Sela has staged fight nights in New York, London and Las Vegas, including Shakur Stevenson vs. Teofimo Lopez at Madison Square Garden in January.
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