Padel is no longer on the fringes of sports, in a very short time it has actually become something that people of all ages are signing up for. The Danish Padel Association cites over 60,000 daily players. Some may be counting on their fingers, but whatever the accuracy, we're talking about significant growth. In the country's padel centres? You'll find everything from informal drop-in sessions to solo sessions with certified coaches. If you take a closer look at the industry, you'll find monthly tournaments, rankings, events, beginners and advanced players mixed in with each other. But despite the hustle and bustle of the sport, the debate about external players, i.e. digital companies and online slot machines, almost unheard of. So far, paddle training events in particular do not seem to attract major gaming sponsorships. Still, insight is sought into whether the digital gaming industry wants to influence sporting events.
Possible synergies between the sport and online gaming world
When it comes to padel, it's fair to say that the sport's fast pace and social approach makes it easy to imagine it interacting with other industries. Digital platforms have already woven in sports-inspired features to engage people a little more intensely. Online slots draw parallels to padel through the use of points, leaderboards, and reward systems. Both universes seem to have an eye for immediate feedback, they perhaps speak to the sense of community a little more than that, just in different settings. Online gaming communities could, in theory, come up with sponsorships or game-like digital tools to spice up training events. However, industry knowledge and reviews point to the fact that there are no concrete collaborations yet where companies behind gaming machines act as official partners for padel training in Denmark. In practice, the padel centre environment is closing down, with advertising and partnerships largely staying within the sport's own reach.
Padel centres' current focus and possible future scenarios
Let's turn our attention back to the sporting side: Industry sources point to the fact that collaboration around tournaments and training in padel is mostly kept on the home court. Membership packages, Flexible training classes and local facilitators are the tools centres use to build their value. At the same time, larger gambling companies typically keep their distance, either by choice or by design, depending on who you ask. Sweden had a brief flirtation with the betting industry at major events, so to speak, but in Denmark? Here, these kinds of sponsors remain visible only behind the bands in the stadium, if at all. Some centres are turning to digital solutions to keep track of rankings and score updates, but the development is happening without players from the gaming industry on the team card. Maybe this will change if padel gets Olympic status or takes the screen by storm, but that will only happen in the long term. It's not easy to predict.
Gaming industry interest in structured events and possible barriers
Should branding from gaming machines come into play, it opens up a number of special opportunities, one could imagine. Prizes or sponsorships, perhaps digital marketing initiatives by major tournaments, sometimes via integration into scoreboards or apps. There are currently no documented examples of this approach being used at training events. The main reason? It may be a matter of responsibility and reputation, but perhaps also a conscious desire to keep the sport free from the link to gambling. Many sports clubs probably prefer not to mix recreational activities with advertising or commercial interests from the gambling industry. Padel clubs look after their core values, and family and activities are often at the top of the agenda. If figures from 2023 are to be believed, and they must be to some extent, external gaming sponsors account for less than 5% of Danish sporting events, and the focus is mainly on the elite in football and handball, not recreational sports or training for the general public.
Expectations, ethics and responsible engagement
The talk of potential partnerships calls for doubts as much as clear answers. There is certainly a responsibility when the sports industry tries to balance financial opportunities against the wellbeing of participants, especially if gambling companies want to become visible players. Padel has so far kept a strong focus on volunteerism, networking and popularity. At Padelpadel and PadelConnect, for example, most have drawn a clear line in the sand when it comes to sponsorship choices, emphasising health and inclusion. Should it come to the point where gaming machines and structured sporting events become more closely linked, both parties need to focus on transparency and responsibility. But, as it stands, the development is still on sport's own terms and it looks like it will stay that way, at least for the foreseeable future.
Responsibility in slot machines and online gambling
When it comes to slot machines and gambling in sports environments, there is a need for vigilance around responsible gambling. It should be emphasised that gamblers are encouraged to monitor their own consumption and look after themselves. Should anyone face challenges, several organisations offer both guidance and support. Responsibility is not only about formal rules, but also about choosing partners with those who participate in the sport in mind. But most importantly, the primary role of the sports community is still to cultivate healthy communities, no matter what kind of collaboration the future may bring.