- Almost 39,000 spectators attended the fifth edition of one of the world’s leading padel tournaments, up 9.3% on 2025 and 43.6% on the inaugural edition in 2022. The figures confirm Milan’s position among the leading destinations on the global padel circuit.
- Marco Gamberale, CEO of NSA Group, the tournament organiser: “The figures reflect the quality of the on-court action and the organisational experience behind the event. But the Allianz Cloud audience has also grown in its understanding of padel as a sport: today’s spectators know the players and the game well and experience the action on a deeper level.”
- The event generated a strong impact across social media and the press: content published on the tournament’s key websites reached 186 countries (+19.2%); social media impressions totalled 53.1 million (+25%); and almost 1,000 media items had been published across television, radio, websites, newspapers and news agencies by finals day.
World-class padel on court, fans in the stands and the Allianz Cloud once again at the heart of the action. The fifth edition of the Oysho Milano Premier Padel P1 brought a full week of padel to Milan, showcasing the world’s best players and attracting an ever-growing audience. From the matches themselves to opportunities to meet the stars, as well as entertainment and shopping in the tournament area, the event offered an experience that extended beyond the court.
The 2026 edition’s results are first and foremost reflected in record ticketing figures: 38,794 spectators attended the Allianz Cloud over the course of the week, up 9.3% on the 35,473 recorded in 2025 and 43.6% on the inaugural edition in 2022. The figures highlight the evolution of an event that, in just five years, has become a fixture on the international padel calendar and in Milan’s sporting landscape. The strong attendance trend was also maintained throughout the week. Attracting spectators from the early stages of the tournament is one of the most significant indicators of the event’s growth, beyond the peaks reached during the semi-finals and finals at the weekend.
“The figures reflect the quality of the action and NSA Group’s organisational experience, but it is also worth highlighting how the Allianz Cloud audience has grown in its understanding of padel as a sport”, explains tournament organiser Marco Gamberale, CEO of NSA Group. “Four years ago, when we made our debut in Milan with the Oysho Premier Padel P1, the audience was a mix of curious newcomers and fans of the sport. Today, people who come to watch the tournament play padel themselves, know all about the players and experience the action on a deeper level thanks to their technical understanding of the game. Milan, after all, is a city where padel has become firmly established, and this is essential to improving every aspect of the tournament year after year”.
ALLIANZ VIP In 2026, the direct connection between spectators and the stars of the circuit was once again one of the defining features of the Oysho Milano Premier Padel P1. Player meet-and-greets, autograph sessions, photographs and activities for fans complemented the on-court action, bringing supporters closer to their idols and strengthening the bond between the tournament and its audience.
This connection was also fostered through the tournament’s app and official website – the first Premier Padel Tour event to introduce both platforms – which NSA Group, the tournament promoter, used to provide a comprehensive flow of information about every aspect of the Oysho Milano Premier Padel P1, including live coverage of the matches.
The event also engaged younger generations, for whom watching the stars compete in person offers an opportunity to get to know the leading figures in international padel. Sponsor activations and dedicated entertainment and shopping areas further contributed to the atmosphere around the Allianz Cloud throughout the week.
Among the personalities attending the Allianz Cloud were Luigi Carraro, president of the International Padel Federation, and Nasser Al Khelaifi, president of Paris Saint-Germain and chairman of Qatar Sports Investments (QSI), the investment fund that owns Premier Padel. Martina Riva, Milan’s Councillor for Sport and Tourism, was also in attendance. Numerous prominent sports figures were present, including Manuel Akanji, Nicolò Barella, Assane Diao, Serginho, Fabio Fognini and former NFL star Tre Boston. They were joined by Andrea Barzagli, Claudio Marchisio, Dario Marcolin, German Denis, Cristian Brocchi, Nic Amoruso, Demetrio Albertini, Esteban Cambiasso, Simon Kjaer, Paolo Zanetti, Fabio Borini, former PSG player Layvin Kurzawa, Alessandro Budel and Toma Basic. Their presence highlights the tournament’s appeal beyond the audience directly involved in padel.
SOCIAL MEDIA, WEBSITE AND PRESS The impact of the Oysho Milano Premier Padel P1 is also reflected in its media coverage and digital engagement. The 2026 edition has attracted extensive media attention: almost 1,000 items had been published across television, radio, print, websites and news agencies in the hours leading up to Sunday’s finals. The total is projected to exceed 1,200 by the end of the tournament, confirming the attention it has received from both Italian and international media.
The tournament also recorded impressive website and social media figures. The tournament’s key websites – www.milanopremierpadel.com and www.padelfip.com – registered 1,467,094 page views, up 20.1% on last year. Content reached 186 countries (+19.2%), while the sites recorded 164,864 unique users (+21%).
Social media impressions rose from 42.49 million last year to 53.1 million in 2026, an increase of 25%. The figures demonstrate the scale of an event that combines sporting competition, audience engagement and media visibility, further strengthening the connection between Milan and international padel.
OYSHO MILANO PREMIER PADEL P1 2026: KEY FIGURES
38,794 spectators, up 9.3% on 2025 and 43.6% on the inaugural edition in 2022.
214 players competed across qualifying and the main draw.
164,864 unique users across www.padelfip.com and www.milanopremierpadel.com, up 21% on 2025.
1,467,094 page views, up 20.1% on last year.
186 countries reached, compared with 156 in 2025 (+19.2%).
53,122,000 social media impressions, compared with 42,490,000 in 2025 (+25%).
Almost 1,000 media items across newspapers, websites, news agencies, television and radio, as of finals day.