Be part of Padel's expanding global footprint.

Ever since we arrived on the scene in October 2022, we’ve been on a mission to grow the profile of this exhilarating sport across what we like to call the New Padel World – the new nations, territories and regions where this most maverick of sports is now on its way. From the US to the UK, Singapore to South Africa, and the Netherlands to New Zealand, these are the new nations who arrived fashionably late at the Padel party. Through cutting-edge communications from our team of global experts, we are driving padel’s new world narrative.

The Story

The story of Padel is the story of a two-speed sport. A 55-year-old start-up. Established for decades in the game’s powerhouses of Mexico, Spain, Argentina and swathes of South America, Padel is a newcomer to the nations of the non-Latin world, from Croatia to Canada, Saudi Arabia to Sweden, and India to Indonesia. Today, Padel is booming worldwide. With an estimated 30m players across 100 nations worldwide, Padel has a story completely distinct in the modern world, and this was the catalyst for Padel 22, which was born in, yes 2022, with a mission to elevate the sport’s profile across the nations where the sport was on its way. Since then, Padel 22 has been working with the leading clubs, federations, leagues, players, manufacturers, brands, businesses to build “Brand Padel”.

The vision

Our vision is to be the go-storytellers for the New Padel World. Unlike any other mainstream sport, Padel is expanding rapidly, in front of our eyes, in real time. We get a kick out of this real time growth, out of the once-in-a-lifetime opportunity we have to shape the narrative of this maverick sport. Through our unique global experience in nations such as the US, UK, Canada, the UAE and Australia, and in sports as diverse as F1, ATP and WTA Tennis, Rugby and Football, we aim to create a completely distinct identity for Padel. We aim to create “Brand Padel”.

Get to know the people behind Padel 22.

The Team
Ben Nichols
Founder CEO
Ben is a leading strategic sports communications and international relations professional whose career has taken him from the UK to the U.S. and the UAE to Canada. An entrepreneurial figure, he has a proven track record of success for the world’s top sports series, leagues, events, teams, leaders, athletes, brands and media. Most notably, Ben ran Media Relations for WADA during ‘the biggest sporting crisis of the 21st century’ – the Russian Doping Scandal. By the age of 26, Ben was overseeing Communications for the award- winning ATP and WTA Dubai Tennis Championships. This was followed by senior roles at F1 team Lotus Renault GP and the Commonwealth Games Federation. He since became an expert in the world of padel by working at the Premier Padel Paris Major at Roland Garros, and then leading PR for the GB Padel Team at the FIP World Padel Championships.
Charlotte Nichols
Director of Strategy + Operations
Charlotte brings over 15 years of dynamic, cross-industry experience to her role as Director of Strategy and Operations at Padel 22. With a background that spans marketing, events, coaching, and brand strategy, she plays a pivotal role in shaping the agency’s vision, leading strategic growth, and ensuring seamless operations.

Charlotte’s career began in the marketing and events world, where she led high-impact, 360° brand campaigns and content-driven strategies for clients in the wellness, lifestyle, and luxury sectors. She has worked both in-house and as a consultant, building and managing marketing campaigns across digital and traditional platforms. Her creativity and attention to detail were also evident in her time as a wedding planner and designer, with work featured in Vogue and other top-tier publications.

Alongside her marketing and creative background, Charlotte is a qualified life and wellbeing coach, supporting individuals and entrepreneurs through life transitions, confidence-building, and strategic business development.

At Padel 22, Charlotte blends her expertise in marketing, coaching, and strategy to lead the agency’s internal operations and client delivery—driving big-picture thinking, nurturing team performance, and overseeing brand and content initiatives for businesses across the global padel landscape.
Jack Whishaw
Account Manager
Jack is a PR and marketing professional with an Upper Second-Class Honours degree in Business and Management from Oxford Brookes University. As an Account Manager at Padel 22, he is establishing himself as a key figure in padel communications, leading client relations and crafting impactful communications strategies.

Since joining Padel 22, Jack has driven successful marketing campaigns, high-profile events, communicating brand visibility, identity and fostering engagement.

With a family background in professional tennis and international padel, Jack brings a decade of tennis coaching experience, alongside event management and partnerships from his time at the Wimbledon Championships, Babolat, and Reed’s School, the UK’s leading independent tennis-playing school.

Passionate about padel and committed to excellence, Jack is dedicated to helping Padel 22’s clients achieve standout success in the competitive sports landscape.
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PADEL 22 – 2024