Powered by Google Cloud technology, the interactive court provides a state-of-the-art backdrop for brand storytelling. It is utilized in the UK’s fastest growing sport.
Award-winning creative marketing agency, THG Studios, today announced the launch of SMASH by THG Studios. This is a fully immersive padel court that provides real-time creative advertising opportunities. It also includes built-in technology to measure player performance. Furthermore, it serves as a visual backdrop for creators and influencers. Housed within THG Studios, one of Europe’s largest creative content centres, the facility has been developed with Google Cloud as a key technology partner and sponsor.
The SMASH by THG Studios court represents a paradigm shift in brand marketing. It offers a dynamic and culturally relevant backdrop for companies across sectors. They can engage with their audiences through the UK’s fastest growing sport. The court is engineered with content at its core. Brands are provided with an innovative canvas to produce everything from social media campaigns to exclusive influencer events. They can even create high-production commercials and live-streamed tournaments.
The launch is supported by a world-class line-up of technology partners and key sponsors, led by Google Cloud. This will power the court with its cutting-edge analytics technology. In a world-first for the sport, this in-game technology, famously used for analysing penalties in football, will be adapted for padel. It captures in-depth player and game metrics. Offering players and brands data-driven content opportunities.
Additional court partners include iconic sports brand Slazenger. They are the official kit and equipment sponsor of SMASH by THG Studios. Slazenger have their own rapidly expanding padel court network. They are opening 100 premium courts across the country in the next 12 months. The sleek wood flooring and other key design materials within the venue’s viewing area have been provided by Havwoods. They are a leading wood surface supplier; while a nutrition kitchen and sports recovery bar have been sponsored by the global leaders in sports nutrition, Myprotein.
Launching on 6 November 2025, the court will give guests an exclusive first opportunity to compete in a tournament on the new court. The event is supported by coaches from Game4Padel. The launch event will bring together top-tier brands, creators, and media for a first look at the facility. Attendees will experience the court’s capabilities firsthand through a knockout tournament and networking opportunities. They will also enjoy a fireside chat with celebrity personality, Alan Pardew.
The court will also be used as the home of a padel-focused original content series ‘SMASH by THG Studios’. This series is set to launch on YouTube later this year. To celebrate the show, THG Studios will host an exclusive event for marketing leaders. They will experience the creation of the original content series in person. This is in early 2026.
Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity said: “SMASH by THG Studios is more than just a padel court; it’s an arena for creative storytelling where sport and culture collide. Padel is the fastest-growing sport in the UK. By launching the world’s first content-focused court, we provide brands with a unique opportunity to tap into this phenomenon. With the support of trailblazing partners, we empower brands to create content that is not only engaging but truly iconic.”
Oliver Grundy, Group Head, Cloud Marketing, UKI, Google Cloud said: “We’re excited to collaborate with THG Studios on SMASH. This is an innovative project that showcases the power of data and cloud technology. It enhances sports experiences and brand storytelling. By adapting our advanced analytics to padel, we’re not only enriching player development. We are also opening up opportunities for brands to create engaging, data-driven content in the UK’s fastest-growing sport.”
