TOPSERIES Launches Global Pickleball Tour & Sport Industry Partnerships Roundup

TOPSERIES Pickleball has launched a new professional international circuit, beginning with events across Europe. The move signals a significant step towards formalizing and elevating the rapidly growing sport of pickleball on a global scale, with a particular focus on the EMEA (Europe, Middle East and Africa) region.

The circuit’s inaugural season boasts a seven-event calendar for 2026, commencing in Cairo in April and culminating in a Grand Final in Dubai in November. European stops are planned for Hamburg, Venice, Madrid, and London, with the London event scheduled for October 14th–18th. The launch event, held in London and in partnership with The Luxury Network, drew representatives from the worlds of sport, media, investment, and branding, underscoring the growing commercial interest in the sport.

A key component of the TOPSERIES circuit is the introduction of a unified ranking system for both professional and semi-professional players. This standardized approach, coupled with consistent prize money across tournaments, aims to provide a clear and equitable pathway for athletes seeking to compete at the highest level. Beyond the competitive structure, TOPSERIES is prioritizing the fan experience, promising comprehensive audiovisual production from the early rounds of tournaments and immersive live experiences for both in-venue and broadcast audiences.

The expansion of pickleball internationally has been gaining momentum in recent years, fueled by increased participation in Europe and the UK through community programs and the development of new playing facilities. TOPSERIES Pickleball’s initiative reflects a broader effort within the sport to establish formal competition structures and ensure consistency for players and partners alike. According to Adel Aref, CEO of TOPSERIES, the circuit is designed to “redefine the next era of pickleball,” capitalizing on the sport’s explosive growth – currently boasting over 30 million players worldwide and a market valued at €1.8 billion, a 500% increase since 2020.

The launch of TOPSERIES isn’t occurring in isolation. The circuit is positioned as the first professional structure specifically built to organize the sport across the EMEA region. This strategic focus acknowledges the evolving global landscape of pickleball, where the United States is entering a more mature phase and Asia is experiencing rapid expansion. EMEA, according to TOPSERIES, represents the sport’s most promising growth opportunity.

In Premiership Rugby news, Sale Sharks have secured a multi-year partnership with Beyond Corporate Law. The Manchester-based legal practice will serve as the club’s official legal partner through the end of the 2027/28 season.

The agreement includes prominent branding on the training kits of both the men’s and women’s teams, as well as pitchside advertising at the CorpAcq Stadium and inclusion in the matchday program. Beyond Corporate will also sponsor Sharks Women’s winger Rhona Lloyd and men’s prop Simon McIntyre, and will provide specialist workshops for players on legal matters such as intellectual property and family law.

Luisa d’Aprano, Commercial Director of Sale Sharks, emphasized the synergy between the two organizations, noting Beyond Corporate’s roots in Manchester and its commitment to supporting both the fanbase and the local business community. James Corlett, Managing Partner of Beyond Corporate, echoed this sentiment, highlighting the shared high-performance culture and the opportunity to build strong relationships within the North West region.

The Professional Triathletes Organisation (PTO) has engaged Blueprintx, a global sports marketing agency, to secure celebrity participation for its T100 Triathlon World Tour. Blueprintx will be responsible for identifying, securing, and managing high-profile celebrity appearances at PTO events, including the upcoming London T100 on July 25th-26th.

The PTO aims to leverage these celebrity appearances to enhance the profile and reach of its flagship races, creating compelling storytelling moments and broadening its audience. Rob Hughes, Co-founder of Blueprintx, expressed excitement about the partnership, citing the PTO’s progressive approach to transforming the landscape of triathlon. Anthony Scammell, Director of Communications for the PTO, added that Blueprintx’s experience working with elite athletes and high-profile personalities will be invaluable in amplifying the PTO’s events and promoting participation at all levels.

Forest Green Rovers have announced a partnership with British spirits brand Au Vodka. The collaboration will see Au Vodka become the first ready-to-drink beverage available in all bar areas at The New Lawn stadium, offering fans six distinct flavors on matchdays.

Au Vodka, known for its distinctive gold bottles, has quickly established itself as a prominent vodka brand in the UK. Throughout the partnership, the brand will host giveaways and sampling events for supporters at the stadium. Dane Vince, CEO of FGR, described Au Vodka as a “unique and innovative brand” that aligns with the club’s values, while also highlighting the potential for growth at the club’s new EcoPark multi-use site.

West Ham United and Lyca Mobile have launched ‘West Ham United Track Nights,’ a community-focused running event designed to promote health, and wellness. Over 300 runners from across east London participated in the free session, which provides a safe and supportive environment for running.

West Ham United midfielder Tomáš Souček supported the event, offering tips during a Q&A session and posing for photographs with participants. The event featured a guided warm-up led by club coaches and a 5k run managed by local club Mackyard Events. This 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 Red Bull and BrewDog, the club’s official energy drink and beer partners, respectively. Nathan Thompson, Executive Director at West Ham United, emphasized the shared values and commitment to making a positive difference beyond the pitch, while James Corlett, Managing Partner at Beyond Corporate, highlighted the importance of supporting exceptional talent and building strong relationships within the business community.