how a new sports culture is taking shape
the padel boom
"The sport that has captivated the world’s top athletes" — yes, we’re talking about padel. Often called “the sport promoted by sportspeople”, its rise to global fame has been heavily fueled by the support of international stars. Now, this fast-paced, social, and addictive game is making serious waves in Georgia too.
Although many think of padel as a new sport, its story actually began in 1969, in Mexico. From there, it quickly spread to Spain and Argentina, and today, it boasts over 30 million players worldwide.
Among them are some of the biggest names in global sports — Leo Messi, Zinedine Zidane, Neymar, Rafael Nadal, Lando Norris, Charles Leclerc, Carlos Sainz, and many others. Their passion for padel has unintentionally fueled the sport’s global marketing. Fans naturally want to try what their idols enjoy — and that makes padel a cultural phenomenon.
But we wanted to dig deeper. We asked:
- When and how did padel arrive in Georgia?
- What’s driving its rapid growth locally?
- How is it shaping the Georgian sports market?
- And, most importantly, can this new trend connect Georgia with global sports culture and international brands?
To find answers, the minds&marketing team spoke with Ketevan Kipiani, President of the Georgian National Padel Federation (GNPF), and Dati Kipiani, Operations Manager at GymBreeze.
padel in georgia: from launch to expansion
Padel made its official debut in Georgia in 2020, with the establishment of the Georgian National Padel Federation. By 2022, Georgia had joined the International Padel Federation (FIP), marking a major step forward.
The country’s first padel court opened on May 15, 2022, in Mtatsminda — and that’s where it all began.
Since then, the growth has been explosive. Over the last three years, the number of padel courts in Georgia has been increasing at an average annual rate of 192%. From just one court in 2022, there are now 25+ courts nationwide — and the number keeps climbing.
This infrastructure growth has been driven by rising demand: according to local padel clubs, Georgia already has over 1,000 active players.
“padel’s first tournament was a turning point”
Ketevan Kipiani – President, GNPF
“Our first tournament, held in September 2023, was a huge success — all spots were booked on the very first day of registration. But it wasn’t just a tournament; it was an experience. Sport, competition, music, community, entertainment — everything came together.
After that, we focused on structuring the federation, building our brand strategy, and starting conversations with potential sponsors. Today, if you’re a sports organization and you’re not leveraging marketing, you’re already behind.”
why padel is exploding: the simplicity factor
What’s driving padel’s global and local boom? The answer from our experts was unanimous: simplicity.
Think of padel as tennis made easier — a sport that anyone can pick up quickly, enjoy immediately, and keep coming back to. Its broad target audience makes it accessible to almost everyone.
Dati Kipiani – Operations Manager, GymBreeze
“Life is chaotic, and people are drawn to activities that feel simple and rewarding. Compared to tennis, padel requires less time, skill, and resources — and that perfectly aligns with today’s lifestyle trends.”
Padel isn’t just a sport anymore; it’s becoming a lifestyle. Some even call it part of the “Cool Lifestyle Movement.” This unique identity has turned into a powerful marketing asset, boosting interest, visibility, and community engagement.
padel as a social movement
Padel’s appeal goes beyond the game itself — it builds communities.
- Many companies in Georgia have already introduced corporate padel championships.
- Social media groups connect players, helping them find partners and form teams.
- Gyms and sports apps are seeing surging engagement:
Dati Kipiani – GymBreeze
“Every time a new padel court opens, it fills up immediately. On the GymBreeze app, we see an average of 200 new weekly registrations. That’s a clear signal of how fast the sport is growing.”
marketing challenges ahead
From a marketing perspective, there’s still a lot of untapped potential.
For padel to truly grow in Georgia, brands need to get involved — through sponsorships, partnerships, and activations.
However, as our respondents pointed out, many companies remain hesitant. Perhaps they see padel as too new or too niche. But the numbers tell a different story: demand is rising, and the market is far from saturated.
key challenges for the georgian market
Despite impressive growth, several obstacles remain:
- Infrastructure Gaps
- There’s still a shortage of courts, especially in the regions.
- Open courts dominate, which creates seasonality issues — winter play is limited.
- Low Awareness
- While we talk about a “padel boom,” for many Georgians the sport is still relatively unknown.
- Raising visibility will require a clear, coordinated marketing strategy from both federation and clubs.
- Limited Brand Investment
- Although the sport is fast-growing, brand participation and sponsorship levels remain low.
- This creates missed opportunities for early positioning in a market with massive potential.
recommendations for growth
- Expand infrastructure → Build more courts in both Tbilisi and the regions.
- Engage brands → Encourage local and international companies to invest in the sport’s growth.
- Host tournaments & build partnerships → Attract sponsors and create more visibility.
- Youth development programs → Collaborate with schools and universities to build a strong talent pipeline.
- Boost awareness through marketing → Run targeted campaigns to bring padel to the mainstream.
padel: georgia’s next big sports & marketing opportunity
Padel’s greatest strength is its accessibility. It’s a sport for everyone — regardless of age, gender, or experience. That inclusivity makes it future-proof.
Globally, padel is one of the fastest-growing sports, and Georgia’s rapid adoption positions the country as a potential regional leader in the years ahead.
Padel is no longer a foreign trend — it’s becoming a social and cultural movement here. If the growth continues, padel could soon evolve beyond a sport into a hub for economic and marketing opportunities, bringing together players, brands, and fans.
And this is only the beginning.