A recent Daily Maverick article noted, “padel is the country’s ‘fastest growing sport’” – a claim that resonates with the dynamic way the game is capturing public attention. The sport’s blend of accessibility, social interaction and moderate physical challenge makes it an ideal choice for those seeking both fitness and a bit of fun. As more players take to the courts, the game is setting the stage for larger leagues, tournaments and community events across South Africa.

Primary research from BrandMapp – an independent survey reaching over 33 000 South Africans in households earning R10 000 or more per month – reveals intriguing insights into the padel player profile. According to the survey, approximately 1% of the country’s taxpaying class are padel players, placing the sport on par with horse‑riding, surfing and motorsports.

“There are around 100 000 active padel players right now, which correlates quite closely with our data,” says Brandon De Kock, BrandMapp’s Director of Storytelling.The survey further shows a balanced gender split with nearly 60% of players aged between 35 and 65, and about 80% residing in Gauteng and the Western Cape. Notably, around 50% of players belong to the “Top Enders” segment – households earning over R40 000 per month – underscoring the sport’s current appeal among affluent consumers.

One of the key strengths of padel lies in its cost-effectiveness and social nature. A typical game, played by four people, costs between R400 and R600 per hour – which works out to roughly R100 to R125 per person. Equipment is also relatively affordable, with racquets ranging from R1 000 to R10 000, or available for hire at about R50 per game. Such modest investment levels for affluent consumers, combined with the sport’s inherently social setup, make padel an attractive recreational option. Despite these benefits, the sport remains predominantly an elite pastime – a trend that many hope will shift towards broader accessibility soon.

Data and significant media coverage present a compelling case for advertisers. Pure Padel court environments offer a high‑visibility platform where brands can connect with an engaged, upmarket audience. With the majority of padel players being upper middle‑class and many playing regularly, advertising with Pure Padel represents a unique opportunity to reach consumers who are both active and influential In a relaxed environment where players enjoy long dwell time.  The growing number of leagues and tournaments, coupled with the sport’s media buzz, only adds to the appeal for brands looking to invest in a close contact out‑of‑home brand advertising opportunity.

South Africa’s padel scene is still evolving. While the sport has largely taken root in affluent areas – much like golf or mountain biking – there is potential for a more inclusive future. Drawing inspiration from Spain, where padel is the second most popular sport after football, local entrepreneurs and developers can broaden the sport’s reach across diverse communities. With corporate backing and a strategic vision, padel could soon become a mainstream phenomenon that truly reflects South Africa’s vibrant culture.

Below are three key sections for the Pure Padel website – each designed to highlight the unique advertising, activation and event opportunities available at Pure Padel courts. These sections blend research insights with specifics on what brands can expect when partnering with Pure Padel.