THG Studios Serves an Ace With the Launch of SMASH — The World’s First Immersive Padel Court For Creatives
Padel is the world’s fastest-growing sport, and certainly one of the most ‘Instagrammable’.
Best described as a cross between tennis and squash, the racquet game has become cultural currency for influencers, with shimmering courts providing the perfect backdrop for the unstoppable rise of the wellness boom.
It therefore tracks that padel now has its own full-sized court dedicated to creatives.
In what’s being considered a world first, THG Studios has unveiled SMASH — a fully immersive padel court housed in the creative marketing agency’s Manchester campus.
Developed in collaboration with a “world-class” line-up of technology partners and sponsors, led by Google Cloud, the court provides real-time creative advertising opportunities, built-in technology to measure player performance, and a visual backdrop for creators and influencers.
“SMASH by THG Studios is more than just a padel court; it’s an arena for creative storytelling where sport and culture collide,” said Hannah Pym, Chief Brand and Marketing Officer at THG Ingenuity.
“Padel is the fastest-growing sport in the UK, and by launching the world’s first content-focussed court, we are providing brands with a unique opportunity to tap into this phenomenon.
“With the support of trailblazing partners, we are empowering brands to create content that is not only engaging but truly iconic.”
Engineered with content at its core, SMASH will offer brands an “innovative canvas” to produce everything from social media campaigns and high-production commercials to exclusive influencer events and live-streamed tournaments, according to THG Studios.
The award-winning agency, part of the wider THG group, says it represents a paradigm shift in brand marketing — one that requires cultural relevance for campaigns to land.
The in-game technology powering THG’s SMASH is the same used for analysing penalties in professional football.
SMASH marks its first use case outside of the football pitch, with adaptations applied to capture in-depth player and game metrics.
Oliver Grundy, Group Head, Cloud Marketing, UKI, Google Cloud, added: “We’re excited to collaborate with THG Studios on SMASH, an innovative project that showcases the power of data and cloud technology in enhancing sports experiences and brand storytelling.
“By adapting our advanced analytics to padel, we’re not only enriching player development but also opening up opportunities for brands to create engaging, data-driven content in the UK’s fastest-growing sport.”
Additional court partners include iconic racquet sports brand Slazenger, which steps in as the official kit and equipment sponsor of SMASH by THG Studios.
Slazenger has itself been betting heavily on padel’s swelling popularity, opening 100 premium courts across the country over the next 12 months.
Myprotein, one of the brands under THG Nutrition’s umbrella, has sponsored a nutrition kitchen and sports recovery bar, while Havwoods provided design materials for the seminal venue’s viewing arena.
SMASH by THG Studios launched on November 6th, with guests invited to compete in the inaugural tournament on the new court, supported by coaches from Game4Padel.
Esteemed brands, creators, and media outlets were welcomed to experience the court’s capabilities firsthand.
Former Premier League manager Alan Pardew was among the celebrity speakers on the day.
The court will also be used as the home for a padel-focussed original content series ‘SMASH by THG Studios’, set to launch on YouTube later this year.
To celebrate the show, THG Studios will host an exclusive event for marketing leaders to experience the creation of the original content series in person, in early 2026.
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