YRDS Secures London Premier Padel P1 Tournament Contract, Partners with Formula E and England & GB Hockey

YRDS has secured a contract to manage social media strategy and content production for the inaugural London Premier Padel P1 tournament, set to take place in August. The agreement, brokered on behalf of Sela International, marks a significant expansion for YRDS into the UK market as Premier Padel introduces its top-tier event to the region for the first time.

Alex Mills, Head of Marketing at Sela International, emphasized the strategic importance of the partnership, stating, “We are delighted to have YRDS onboard for London Premier Padel P1. This is a hugely significant event for the business as we continue to expand Sela internationally. YRDS’ experience and creativity will be vital to help us tell the story of the tournament and begin to grow an audience beyond existing British padel fans.”

The tournament’s arrival in London aligns with the sport’s growing popularity in the UK, where investment in facilities and participation has surged in recent years. Sela International’s decision to host the event underscores its broader strategy to strengthen its global footprint through international events. Dan Underwood, CEO of YRDS, highlighted the opportunity to engage new audiences, saying, “Padel is the hottest sport in the world right now, and the stories we can tell through social will serve to excite new and existing fans to come down and experience the best players in the world live in London.”

The London Premier Padel P1 tournament will also provide rights holders, sponsors, and service providers with a platform to connect with British audiences as the sport seeks to expand beyond its traditional base.

Formula E, meanwhile, has announced a groundbreaking partnership with dating app Tinder for the 2026 Hankook London E-Prix. The collaboration, which makes Tinder the official “sparking connections” partner of the event, focuses on promoting inclusion, diversity, and sustainability. This marks the first time the ABB FIA Formula E World Championship has partnered with a dating app.

Paolo Lorenzoni, VP Marketing EMEA at Tinder, stated, “What drew us to Formula E is that they reflect what we stand for as a brand. This is a sport that believes women belong at the front of the grid, not as a gesture, but as a conviction.” Ellie Norman, Chief Marketing Officer at Formula E, added, “Tinder is a brand that understands the importance of creating genuine human connections, making it a natural fit for Formula E. We’re both focused on engaging a new generation through experiences that are inclusive, progressive, and culturally relevant.”

The partnership will extend beyond the track, with initiatives aimed at fostering connections among fans and amplifying Formula E’s commitment to empowering young women in motorsport.

In other developments, England and GB Hockey has partnered with nutrition brand Science in Sport (SiS) to support its senior men’s and women’s national teams. The agreement includes provision of nutrition and hydration products to aid preparation for the World Cup, 2027 European Championships, and the 2028 Los Angeles Olympics.

Bobby Crutchley, Performance Director of England and GB Hockey, praised the collaboration, saying, “Science in Sport are trusted and world-renowned nutrition experts. They will offer us the right nutritional support to ensure our athletes can perform at the highest level.” Dr Marc Fell, a senior performance nutritionist at SiS, noted the importance of tailored strategies, particularly for high-stakes competitions in challenging conditions.

Cambridge United has renewed its partnership with legal AI company Genie AI, leveraging the platform to streamline contractual processes such as player transfers and commercial agreements. The club reported reduced contract turnaround times from weeks to days, enabling staff to prioritize football operations and commercial growth.

Alex Tunbridge, CEO of Cambridge United, described the technology as “incredibly straightforward” and credited it with saving significant time and resources. The partnership, which began over a year ago, has already transformed the club’s administrative efficiency.

Finally, Mike Phelan Coaching has partnered with AI-powered feedback platform Feedz to enhance coach education for 5,000 coaches. The platform, co-founded by former footballer Harry Maguire, converts voice notes into structured performance reports, reducing administrative burdens.

Mike Phelan, founder of the coaching program, emphasized the value of streamlined feedback, stating, “Enhanced feedback is one of the most important parts of the coaching process. It helps players understand where they are, what they are doing well, and what they need to improve.” The technology will be integrated into on-field sessions, classroom seminars, and global online seminars.