Evolution and rise of padel in Spain: analysis of the coverage of padel in major media and its impact on audiences

Abstract

This study examines the expansion of media coverage of padel in Spain from 2020 to 2023 through As and Mundo Deportivo, highlighting its role in the sport’s professionalization and popularization. A total of 3406 articles were analyzed: Mundo Deportivo accounted for 70% with 2390 publications, while As contributed 30% with 1,016. In 2023, Mundo Deportivo increased its coverage to 1603 articles (67% of its total), reflecting exponential interest. Coverage of the World Padel Tour (WPT) drew the most attention, comprising 52% of articles in Mundo Deportivo and 43% in As. Premier Padel and A1 Padel, emerging in 2022, also saw growing attention, especially in Mundo Deportivo. Other topics (curiosities, partnerships) accounted for 34% of Mundo Deportivo’s coverage and 43% in As, with a 877% increase in 2023. Multimedia content was substantial, with 590 videos and 251 galleries in Mundo Deportivo, while As produced 73 videos and 67 galleries. Advertising in Mundo Deportivo grew by 2,133% in 2023 compared to 2021. These results illustrate how media coverage has been key in consolidating padel as a mainstream sport in Spain.