In a move that signals unprecedented commercial confidence in the European game and global pickleball industry growth, the Spanish Pickle Pro Tour has secured a decade-long sponsorship renewal with Cervezas Victoria, effectively institutionalising professional pickleball in Spain until 2036.
The Malaga-based brewery, which has been a foundational supporter of the circuit, has committed to remaining the official naming partner of the Royal Spanish Tennis Federation’s (RFET) national tour. This agreement, brokered in conjunction with B3 Sportainment, is one of the longest continuous sponsorship deals in the sport’s global history, offering a level of financial security that stands in stark contrast to the volatile, short-term commercial cycles often seen in the North American market.
The renewal comes on the heels of a watershed year for Spanish pickleball, punctuated by the national team’s triumph at the 2025 European Championships. That victory validated the RFET’s structured approach to the sport and pickleball in Europe, and this new agreement is designed to capitalise on that momentum. For the 2026 season, the tour has announced a calendar of six scoring events, culminating in a ‘Master Finals’—a format borrowed from professional tennis to ensure a high-stakes narrative arc that rewards consistency throughout the year.
Beyond the headline sponsor, the ecosystem surrounding the Spanish tour has matured rapidly. The circuit now boasts a portfolio of blue-chip partners including El Corte Inglés, Volvo, Joma, and Franklin Sports. This corporate density suggests that pickleball in Spain has successfully transitioned from a niche curiosity to a viable marketing vehicle for mainstream brands, providing the resources necessary to professionalise the environment for top players like Sabrina Méndez and Ignasi de Rueda.
What’s the Score?
This 10-year deal is a massive structural advantage for Spain. While other national governing bodies in Europe are still scrambling for annual funding, the RFET and Pickle Pro Tour have secured a “war chest” that allows for long-term planning. It ensures that infrastructure, broadcast production, and prize pools can grow organically without the existential threat of a sponsor pulling out mid-season.
Go Deeper
The significance of this deal extends far beyond the borders of Spain; it serves as a validation of the “Federation Model” of pickleball governance. In the United States, the sport is largely driven by private equity and independent tour operators. In Spain, the sport’s integration into the established tennis federation (RFET) has provided it with institutional legitimacy and access to existing racquet sports infrastructure. The Cervezas Victoria deal proves that traditional sports bodies can successfully commercialise pickleball without diluting its distinct culture.
Furthermore, this stability positions Spain as the undisputed anchor for the European game. With a guaranteed tour for the next decade, Spain becomes the most attractive destination for aspiring European professionals. We are likely to see a “gravity effect,” where the best talent from France, Italy, and the UK gravitates towards the Spanish circuit to compete for reliable prize money and ranking points, effectively turning the Spanish Pickle Pro Tour into the de facto European tour.
The World Pickleball Magazine Verdict
By locking in a decade of support, the Spanish Pickle Pro Tour has set the gold standard for administration in the sport. This is no longer a startup experiment; it is a permanent fixture of the European sporting landscape.
Expect the Spanish national team to widen the gap against their European rivals in the coming years, as their domestic players benefit from the most stable professional environment on the continent.
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