TOPSERIES Launches Global Pickleball Tour & Sport Industry Partnerships Roundup
TOPSERIES Pickleball has launched a new professional international circuit, beginning with events across Europe, the Middle East, and Africa.
The newly formed circuit aims to structure and professionalize the rapidly growing sport of pickleball, establishing a unified ranking system, standardized prize money, and premium production value for tournaments. The launch was officially presented in London on , in collaboration with The Luxury Network, attracting over 100 attendees including investors, brands, athletes, federations, and media representatives. A follow-up presentation took place on .
The 2026 calendar features seven events, beginning in Cairo, Egypt, from . The circuit then moves to Hamburg, Germany (), Venice, Italy (), and Tunis, Tunisia (). The autumn swing includes stops in Madrid, Spain (), and London, UK (), culminating in the Grand Final in Dubai, UAE, from .
TOPSERIES Pickleball CEO Adel Aref emphasized the circuit’s ambition, stating, “We are redefining the next era of pickleball in our own way. Today, more than 30 million people play pickleball worldwide, with a 500% growth since 2020 and a market valued at €1.8 billion. The momentum is undeniable. TOPSERIES Pickleball was created to offer a structured, international professional tour with a clear roadmap for players, promoters, fans and brands.”
The introduction of a standardized ranking system and consistent prize money aims to address key challenges in the sport’s professionalization. The circuit also promises premium audiovisual production from the early rounds of tournaments and live fan experiences designed to maximize engagement both at the venue and for broadcast audiences. This focus on presentation and accessibility reflects a broader effort to elevate pickleball’s profile and attract wider viewership.
Pickleball’s international growth has been significant in recent years, with increasing participation across Europe and the UK fueled by community programs and new venue developments. The launch of TOPSERIES Pickleball represents a significant step towards formalizing competition pathways and providing a stable platform for professional players and partners. The EMEA region is the initial focus, but the long-term vision suggests potential expansion to other continents.
Sale Sharks Secure Multi-Year Partnership with Beyond Corporate Law
Premiership Rugby side Sale Sharks have announced a multi-year partnership with Manchester-based legal practice Beyond Corporate Law, designating them as the club’s official legal partner. The agreement, running through the end of the , will see the Beyond Corporate logo featured prominently on the training kits of both the men’s and women’s teams.
Beyond Corporate’s branding will also be visible on pitchside advertising boards at the CorpAcq Stadium and within the matchday program. The partnership extends beyond branding, with Beyond Corporate becoming the official player sponsor for Sharks Women’s winger Rhona Lloyd and men’s prop Simon McIntyre. Players will also benefit from specialist workshops covering legal issues such as intellectual property and family matters.
Luisa d’Aprano, Commercial Director at Sale Sharks, expressed her enthusiasm for the partnership, stating, “This is a really exciting deal for the club. Beyond Corporate is one of the country’s leading corporate legal practices but just as importantly, it’s a business that’s rooted in Manchester. I recognize the team at Beyond is as passionate about supporting both our fanbase and the Manchester business community as we are and I can’t wait to see how this partnership develops.”
James Corlett, Managing Partner at Beyond Corporate, added, “We are incredibly proud to be partnering with Sale Sharks, a club that shares our high-performance culture and deep roots in the North West. This partnership is about more than brand alignment – it’s about supporting exceptional talent, building strong relationships within the business community and delivering real value both on and off the pitch.”
Blueprintx to Support PTO’s T100 Triathlon World Tour with Celebrity Talent
The Professional Triathletes Organisation (PTO) has engaged global sports marketing agency Blueprintx to secure celebrity participation across its T100 Triathlon World Tour. Blueprintx will be responsible for identifying, securing, and managing high-profile appearances at PTO events, including the upcoming London T100 race scheduled for .
Rob Hughes, Co-founder of Blueprintx, stated, “We’re delighted to have been appointed by the Professional Triathletes Organisation, a progressive and ambitious organisation that is transforming the landscape of triathlon. Delivering the right talent across key moments in the calendar will play an important role in amplifying the PTO’s T100 global events, and our experience working with elite athletes and high-profile personalities positions us strongly to add immediate value.”
Anthony Scammell, Director of Communications at the PTO, added, “We’re excited to be partnering with Blueprintx as we continue to elevate our race experiences around the world. The Blueprintx team will support us in strategically delivering talent across key events, helping to drive greater awareness of our amateur swim, bike and run races for participants of all abilities, broaden our audience, create additional storytelling moments and enhance the overall impact of our race calendar.”
Forest Green Rovers Partner with Au Vodka
League Two side Forest Green Rovers have announced a partnership with British spirits brand Au Vodka, making the brand the first ready-to-drink beverage available in all bar areas at The New Lawn stadium. Fans will have access to six distinct Au Vodka flavors – pineapple, blue raspberry, cherryade, peach, pink lemonade, and black grape – on matchdays.
Au Vodka, known for its distinctive gold bottles, has rapidly gained recognition as a premium vodka brand in the UK. As part of the partnership, Au Vodka will host giveaways and sampling events for supporters at the stadium.
Dane Vince, CEO of Forest Green Rovers, said, “We are always on the lookout for unique and innovative brands, and Au Vodka fits the bill; a British brand, producing an ultra-premium product here in the UK and one that supporters will get to enjoy at every Matchday. This is just the start of an exciting Partnership, with some unique engagement over the coming months and a unique opportunity to grow into our new EcoPark multi-use site.”
West Ham United and Lyca Mobile Launch Community Running Event
West Ham United have partnered with Lyca Mobile to launch ‘West Ham United Track Nights’, a community-led running event designed to promote health and wellness. Over 300 runners from across east London participated in the free session, which aims to provide a safe and inclusive running environment.
West Ham United midfielder Tomáš Souček supported the event, offering tips during a Q&A session and posing for photographs. The event featured a guided warm-up led by club coaches, followed by a 5k run managed by local club Mackyard Events.
The initiative represents the latest collaboration between West Ham United and Lyca Mobile, their longest-standing partner, to support the local community. Refreshments were provided by the club’s official energy drinks partner, Red Bull, and official beer partner, BrewDog.
Nathan Thompson, Executive Director at West Ham United, said, “For more than a decade, Lyca Mobile and West Ham United have worked side by side to create meaningful opportunities through sport, particularly for those in our local community who benefit most from access and inclusion. This long-standing partnership is built on shared values and a genuine desire to make a positive difference beyond the pitch. We are proud to continue that journey together with Lyca Mobile supporting Track Night, which was an incredible success, with community at its heart.”