CorteSport

Originally created in Acapulco, Mexico in 1969 for multiple generations to be together through sport, padel is rooted in socialisation and inclusive fun. Right now padel is deemed as the fastest growing sport in the world, with UK interest rising rapidly.

To see what all the fuss was about, members of the UnitedUs team headed to play. Despite the glass walls and racquets taking a bit of getting used to, we were hooked by the strategic tennis-come-squash game. But there were two clear challenges we faced: a) difficulty booking a court slot in the local Sussex area b) the experience and aesthetic of the court itself – problems that are faced by anyone who isn’t a professional player outside of London. We stepped up to change that.

Absorbing the momentum and traction of participation in padel, we designed an offering that provides a better experience for players, optimises the use of site owner’s facilities, as well as coming to market with more personality than other celebrity-backed competitors. We served up a brand that provides the opportunity to ‘find your new angle’ in the sport.

To bring CorteSport to life we put ‘court’ front and centre of the brand, nodding to the Spanish speaking countries that have adopted padel as a national sport.

The solid, stringless bats used to play Padel are unique to the sport, a feature we integrated as a core part of the brand. Using a formation of racquet heads in a ‘C’ shape we crafted CorteSport’s main logo. Variations of the logo also feature other racquet shapes and equipment, ensuring the brand identity can flex for business diversification and serve other court-related sports ventures in the future.

With a colour palette composed of exciting court elements, from the vibrant tennis ball green, hard court blue and soft court red, to the monochrome concrete grey and carbon fibre black colourways used in construction, CorteSport visually differentiates from the often dull and uninspiring padel brands operating in the UK.

Standing out and encouraging people to start seeing things with a new angle, ballsy brand language showcases the personality of CorteSport to do things differently, intriguing people who are curious to get involved with the sport. Pithy statements such as ‘Padel. No strings attached.’ provide a play on words that directly links to unique idiosyncrasies of the game, while more direct call-to-actions such as ‘Corte in session.’ encourages people to be part of the movement.

According to Deloitte’s Padel Report 2023, 90% of european players have a strong desire to play more but they are held back by lack of court availability and viable time slots to book a court, with players also looking for opportunities to socialise after a match has finished. Cortesport is the solution to this, meeting the needs of people wanting to step on court and play.

We built a brand and business that multiple audiences want to connect with. Engaging end-users, partnering with businesses, encouraging stakeholders and attracting professional ambassadors and coaches, CorteSport’s exciting identity grabs attention and moves people to action – whether on a billboard campaign, business proposal or website.

CorteSport’s commercial model clearly communicates that site owners can de-risk their upfront investment in new padel courts, adding value to existing sports facilities which will enrich their member experiences, improve commercialisation and optimise spaces half the size of a standard tennis court.

As many of the UnitedUs team are big sport fans, building this sports brand as a business within our Heavy Industries portfolio was a perfect pairing for us. If you’d like to find out more about other UnitedUs ventures, head to our Heavy Industries page.