CUPRA brings its challenger spirit to inaugural London Premier Padel P1

• CUPRA becomes Major Partner of the first-ever London Premier Padel P1 tournament
• The partnership reinforces CUPRA's position as the leading automotive supporter of padel in the UK and across the world
• CUPRA branding and activations to feature throughout the event at Olympia London (4-9 August)
• Visitors will be among the first in the UK to experience the new CUPRA Raval
• In a major milestone, London Premier Padel P1 will bring the world’s elite players to the UK for the first time
• The Qatar Airways Premier Padel Tour is the leading professional padel tour worldwide, organised by the International Padel Federation (FIP)

Milton Keynes, 04-08-2026 – CUPRA extends its commitment to padel in the UK by becoming a Major Partner of the inaugural London Premier Padel P1 tournament, the country’s biggest professional padel event to date.

The partnership further strengthens CUPRA's position at the heart of the world's fastest-growing sport and reflects the brand's long-standing ambition to challenge convention and inspire a new generation through its challenger spirit.

Taking place at Olympia London from 4-9 August, London P1 will welcome many of the world's best players to the capital for a week of elite competition, marking a significant milestone for the development of the sport in the UK. The Qatar Airways Premier Padel Tour is the leading professional padel tour worldwide, organised by the International Padel Federation (FIP), cumulating with the Finals in Barcelona in December.

As a Major Partner, CUPRA will have a prominent presence throughout the tournament, including court branding, vehicle displays and fan engagement activations. Visitors can take part in CUPRA's virtual reality padel challenge to be in with a chance to win a trip to Barcelona for the Finals.

Stewart Hosford, CEO – International, Sela, said: “We are delighted to welcome CUPRA as a Major Partner of the inaugural London Premier Padel P1. Attracting a global brand of CUPRA’s calibre is a strong endorsement of the tournament and reinforces the ambition we have for bringing world-class professional padel to the UK. From the outset, our vision has been to create an event that not only showcases the very best players in the world, but also delivers an exceptional experience for fans and partners alike.”

Visitors will also be among the first in the UK to experience the new CUPRA Raval. Inspired by the energy of the city, the Raval combines striking design, intuitive technology and electrifying performance in a rebellious urban car that refuses to blend in.

CUPRA has been at the forefront of padel’s international growth since 2019, supporting projects and partners that share its ambition to challenge the status quo. The brand's international partnerships include the International Padel Federation and the CUPRA FIP Tour, alongside its global roster of CUPRA Padel Tribe pro ambassadors.

In the UK, CUPRA has played a key role in raising awareness of padel through partnerships with leading clubs and events, including the Pro Am Padel Tour, creating opportunities for customers and local communities to experience the sport first-hand.

ENDS

Change needs drivers — and CUPRA believes real progress comes through radical disruption, by defying expectations and challenging conventions. Since its launch in 2018, the brand has transformed the automotive industry as an instigator of creativity and an agitator for change.

In just seven years, CUPRA has launched seven models and sold over 1 million vehicles globally. Every CUPRA model is restlessly expressive, design led, and performance driven. Its fully-fledged portfolio includes the CUPRA Ateca, the first car to ever feature the CUPRA badge; the CUPRA Leon, redesigned and enhanced as a standalone CUPRA model; the CUPRA Formentor, the first car to be developed exclusively by the brand and the company’s best-selling vehicle to date; the CUPRA Born, the brand’s first 100% electric vehicle; the CUPRA Tavascan, an all-electric SUV coupe; and the CUPRA Terramar, the brand’s sporty SUV. In 2026, the CUPRA Raval, the brand’s radical interpretation of the electric urban car, will join its lineup.

CUPRA is more than a car. It’s a conviction. The CUPRA Tribe is made up of a team of ambassadors who push back against convention and past the boundaries that hold others back, with members including Spain’s most decorated Olympian, Saúl Craviotto; film director J.A. Bayona; German goalkeeper Marc ter Stegen; and two-time Ballon d'Or and Best FIFA Award-winning footballer Alexia Putellas. Obsessive about elevating emotion on and off the road, CUPRA is also FC Barcelona's official automotive and mobility partner, the Premier Padel Tour's premium sponsor and is also proud to participate in the Formula E racing competition with Kiro Race Co.

www.cupraofficial.com

About Sela (Promoter: London Premier Padel P1) 
Founded in 1997 as a sports agency and it became a PIF subsidiary in 2020. Over the years, Sela has been instrumental in delivering large-scale events and developing iconic destinations. Notable projects include the Boulevard Riyadh City and Boulevard World entertainment venues, the luxury VIA Riyadh complex, the state-of-the-art Jeddah Superdome, and the Jeddah Yacht Club and Marina. 

Sela is led by a team of experienced professionals, including Dr. Rakan AlHarthy, who serves as the Managing Director and CEO. The company’s international expansion strategy is bringing world-class sporting and entertainment experiences to fans across the globe. In 2025, Sela helped deliver the biggest international boxing event of the year with Terence Crawford vs. Saul “Canelo” Alvarez, staged in front of a sellout crowd at Allegiant Stadium in Nevada. It also delivered the rematch between Chris Eubank Jr and Conor Benn in London, England in November. This year, Sela has staged fight nights New York and in Las Vegas, including Shakur Stevenson vs. Teofimo Lopez at Madison Square Garden in January.

For more information, please contact:

Chris Mease, Head of PR and Communications
07586 058302; chris.mease@seatcars.co.uk

Laura Reeder, PR Manager
07881 227608; laura.reeder1@seatcars.co.uk

Holly Williams, Events, Partnerships and Internal Engagement Manager
07738 897319; holly.williams@seatcars.co.uk

Katie Duguid, Press Fleet Manager
07983 537247; katie.duguid@seatcars.co.uk

This news release and illustration are issued in accordance with Clause 1.2J of the British Codes of Advertising and Sales Promotion and therefore cannot be the subject of a transaction of any kind.