As the fast-rising racket sport gains global traction, jewelry and watch brands are tapping player partnerships, stylish courtside moments, and a new generation of fans to drive cultural relevance and sales
Padel, a mix between tennis and squash, is the world’s fastest-growing racket sport, with massive audiences, celebrity players, and an expanding global profile—so much so that luxury jewelry and watch brands are getting involved.
In January, for example, Swiss watchmaker Frederique Constant took its first step into sports sponsorship when it announced a partnership with the Pro Padel League (PPL). Jeweler Marco Bicego in 2025 named international padel phenom Marta Ortega as its global brand ambassador. Bulgari last summer hosted an event celebrating its Eternally Iconic collection at a members-only padel club. And Audemars Piguet just announced a partnership with the Premier Padel Tour and top-ranked player Agustín Tapia.
Why padel? It’s easy to play. Its fans include soccer stars Lionel Messi and David Beckham. And its popularity is spreading rapidly—one estimate indicates the number of U.S. courts grew from fewer than 20 in 2019 to more than 650 across 31 states in 2025. Padel is said to have 35 million active players globally, including in Europe, South America, and the Middle East.
Jewelry and watch brands have long looked to professional sports as marketing platforms, but the rise of groups like the PPL as well as the growing number of professional athletes donning statement jewelry have elevated the relationship between a jewelry brand and sports stars from the “lucky charm” realm squarely into the fashion discourse.
Player ambassadorships, product collaborations, and team sponsorships are boosting the trend, placing more Van Cleef & Arpels Alhambra necklaces, pearl chokers, and tennis bracelets on players during games and in everyday life. These high-profile and often profitable relationships are predicted to expand in the years to come as sports-themed jewelry takes off both online and in stores, especially among young female consumers.
Fresh or unique sports grab much of the attention. Breitling may have started the trend with its 2019 partnership with champion surfer Kelly Slater, but the latest innovation in brand partnerships involves padel and pickleball. Brands say the more obsessive the fervor around a new sport, the greater the opportunity to gain fans as clients.
Frederique Constant signed what it called a landmark multiyear partnership with the Pro Padel League, the world’s top professional padel league with 10 teams in the United States, Canada, and Mexico. Owned by Citizen Watch, the Swiss luxury watchmaker is the official timekeeper and official watch partner of the PPL and will debut a special limited-edition PPL branded watch, likely sometime this year.
“Padel felt like the natural place to begin,” Citizen Watch America president Jeffrey Cohen tells JCK. “While many may first think of tennis or basketball, padel is one of the fastest-growing sports globally. It honors tradition while inspiring a new generation, much like Swiss watchmaking today.”
Founded in 2023, the PPL and its events reach 300 million households across more than 100 countries, according to the league. The Pro Padel League’s chief commercial officer Diane Gotua says its Frederique Constant partnership will help speed PPL’s momentum onto the world stage. “As we grow, we’re focused on aligning with brands that share our commitment to performance, innovation, and building something long-term in North America,” Gotua says. “Frederique Constant saw the opportunity in padel’s rise, and we saw a partner that brings heritage and global credibility to our platform.”
Marco Bicego, founder and creative director of his namesake brand, says padel player Ortega represents a modern, authentic woman who brings positive energy, strength, and personality into everything she does. Off court, she is a medical doctor, demonstrating commitment, intelligence, and dedication beyond sport.
“We believe partnerships between luxury jewelry brands and sports ambassadors are emerging as a distinctive trend in the luxury world, which makes them particularly promising,” Bicego says. “These collaborations offer a distinctive form of authenticity for brands, allowing them to connect with their audience in new and dynamic ways, while giving athletes the opportunity to be recognized for qualities beyond their sport.”
Plus, padel’s energy, elegance, and growing international appeal make it a perfect fit for the brand’s world, adds Bicego, who says he was introduced to the sport through his family. “Padel combines athleticism, strategy, social connection, and lifestyle—values that strongly resonate with our identity.”
The rising popularity of female players also has spurred new ambassadorships. When you partner with athletes who share an authentic connection to your product, that relationship can provide a meaningful connection point for both the athlete’s audience and your existing customers, says Jennifer Darrow, director of marketing at Gorjana. The demi-fine jewelry brand has partnerships with female players in tennis, soccer, basketball, and volleyball through its Gorjana Sports Club.
“We’ve absolutely gained exposure to new customers and new potential customers through our athlete partnerships, but we’ve also given our existing customers another reason to keep shopping with us,” Darrow says. “They value the investment we are making in women in sport and want to be a part of it.”
Similarly, fashion brand Mejuri has created sports-themed product collaborations across multiple sports. One of its newest ambassadors, Canada’s Eugenie “Genie” Bouchard, is a former tennis pro and now pickleball star—a perfect example of that crossover potential and the rising interest in female sports powerhouses.
For another example, look to Zales. In 2025 the retailer partnered with basketball star and rapper Flau’jae Johnson and TOGETHXR to launch The Line Up, a capsule jewelry collection celebrating women’s sports and advancing the conversation around equal opportunities for female athletes. TOGETHXR is a media and commerce company founded by four top athletes: soccer’s Alex Morgan, snowboarder Chloe Kim, swimmer Simone Manuel, and basketball player Sue Bird.
The face of the campaign is Johnson, who embodies a next-generation powerhouse and also aligns with Zales’ overall values, says Amanda Rather, senior director of brand marketing. “She’s not just an elite athlete; she’s an artist, entrepreneur, and cultural force,” Rather says of Johnson. “She is the occasion. Her ability to take on basketball, music, and fashion reflects the same authenticity and confidence Zales champions. When brands allow talent, across all industries, to show up as their full selves, the partnership feels additive to both audiences and creates cultural relevance that goes far beyond a traditional endorsement.”
(Top photo: Getty Images)