Award-winning creative marketing agency, THG Studios, today announced the launch of SMASH by THG Studios, a fully immersive padel court that provides real-time creative advertising opportunities, built-in technology to measure player performance, and 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, offering a dynamic and culturally relevant backdrop for companies across sectors to engage with their audiences through the UK’s fastest growing sport. The court is engineered with content at its core, providing brands with an innovative canvas to produce everything from social media campaigns and high-production commercials to exclusive influencer events and live-streamed tournaments.  

The launch is supported by a world-class line-up of technology partners and key sponsors, led by Google Cloud, which 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 to capture in-depth player and game metrics, offering players and brands data-driven content opportunities.  

Additional court partners include iconic sports brand Slazenger, the official kit and equipment sponsor of SMASH by THG Studios. Slazenger have their own rapidly expanding padel court network, 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 leading wood surface supplier, Havwoods, 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, 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 high-energy knockout tournament, networking opportunities, and 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’, set to launch on YouTube later this year. To celebrate the show, THG Studios will host an exclusive event for marketing leaders to experience the creation of the original content series in person, 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, and by launching the world’s first content-focused court, we are providing brands with a unique opportunity to tap into this phenomenon. With the support of trailblazing partners, we are empowering 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, an innovative project that showcases the power of data and cloud technology in enhancing sports experiences and brand storytelling. By adapting our advanced analytics to padel, we're not only enriching player development but also opening up opportunities for brands to create engaging, data-driven content in the UK's fastest-growing sport."