Sportswear brand Joma has extended its sponsorship of Brentford FC into padel equipment by branding its Hyper Pro racquet with the Premier League club's colors and symbols. This move follows a similar strategy with Villarreal CF and highlights growing cross-sport marketing efforts. Joma became Brentford's kit sponsor in mid-2025, quickly preparing new kits for the team.
Joma, a prominent sportswear company, has ventured into cross-sport branding by customizing its Hyper Pro padel racquet to feature the colors and symbols of Brentford FC, a team in the English Premier League. This initiative builds on Joma's recent sponsorship deal with Brentford, where it replaced Umbro as the club's kit supplier in mid-2025. The brand delivered a complete kit lineup to the team within just one month of the agreement.
This is not Joma's first foray into blending football with padel. In November of the previous year, the company applied Villarreal CF's LaLiga colors to its Tournament Pro padel racquet. Villarreal is among the hundreds of professional football clubs sponsored by Joma worldwide. More recently, on January 27, Joma added the Las Vegas Lights of the USL Championship to its roster of sponsored teams.
A comparable example outside Joma comes from Wilson, which in early 2022 launched a padel equipment line endorsed by Jürgen Klopp, then manager of Liverpool FC. Klopp commented at the time, “I have spent my career focusing as a football manager at the highest level, while Padel has become my favourite sport to play.” A second version of the Klopp-endorsed racquet appeared in 2023, though the line has since been discontinued.
These efforts reflect a broader trend in sports marketing, where brands leverage football's popularity to promote equipment for emerging sports like padel. Joma's approach aims to connect with fans across disciplines, potentially expanding the reach of both the clubs and the padel market.
