Inside WME’s Padel Strategy: Celebrities, Brands, and the Next Generation

What does one of the biggest representation agencies in the world see in padel?

In this episode, Cesc and Julian sit down with Daniel Dios from WME Sports to break down how global brands are entering padel, why celebrity involvement matters, what makes a player commercially valuable, and why Arturo Coello became a key fit for WME’s vision.

Daniel takes us inside WME’s approach to the sport, explaining the three layers they focus on — pros, celebrities, and funds — and how those groups help accelerate padel’s growth in emerging markets. He also shares how major brands like On and Rolex were educated on the opportunity in padel, why those deals do not happen overnight, and what brands are really looking for before they commit.

This conversation also goes deeper into the future of the sport in the United States, the need for stronger infrastructure, the rise of celebrity-driven interest, and why the next generation of padel players must be more than just talented on court. According to Daniel, the future belongs to athletes who can perform, communicate, represent brands well, and become true role models.

If you care about the business of padel, brand partnerships, player representation, and the future growth of the sport worldwide, this is an interview you do not want to miss.

Subscribe to Padel Smash for more interviews, news, gear reviews, business insights, and stories shaping the future of padel.

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