Padel Pioneers Launch Professional Pickleball Circuit
The fast-growing racquet sport of pickleball is set to get its first professional circuit in Europe and the Middle East in 2026. The move is spearheaded by two key figures behind the expansion of padel in the EMEA region, who aim to replicate the sport's extraordinary success in the United States.
Pickleball, played on compact courts, has seen its popularity surge on both sides of the Atlantic. It has attracted a celebrity following, including singer Dua Lipa and actress Emma Watson, while former tennis champions like Maria Sharapova and Andre Agassi have also helped to popularise the game. This boom is reflected in the market, with sales rocketing from $50 million to $300 million in just four years.
Strategic Investment and a Vision for Growth
The project is being driven by the Wild Pickleball Agency (WPA), led by Jose Catalan, with strategic investment from Jonathan Rowland's VVV Sports. VVV Sports is noted as the first pure-play listed vehicle for investing in emerging sports like padel and pickleball.
British entrepreneur Jonathan Rowland commented on the investment, stating, "We have analysed the exponential growth of pickleball and WPA’s undisputed leadership position in the EMEA market. We are not investing in a trend; we are backing the team that will capitalise on it and build the leading sports ecosystem in its category."
How the New Pro Circuit Will Operate
The ambitious plans for the EMEA pickleball circuit include a professional tour modelled on other successful racquet sports. Organisers promise it will feature record-breaking prize money, high-quality media production, and will aim to attract the world's top players.
Alongside the premier pro tour, the ecosystem will also feature a semi-professional circuit that offers a promotion pathway to the top tier, as well as a team league based on popular formats already proven in the US.
Jose Catalan, CEO of WPA, emphasised the scale of the vision: "This is much more than an investment; it's the foundation of the future of professional pickleball on this side of the world. With VVV Sports, we have found a strategic partner that provides us with the resources to build an empire." Catalan brings significant experience from his previous leadership roles at the International Padel Federation.
The launch next year marks a significant step in establishing pickleball as a major professional sport outside of its American heartland.
