A people’s tournament that says a lot about padel’s American moment
There’s been a lot of talk about padel in Argentina, Spain and Belgium in recent weeks. This time, it was time to turn your attention to California. On April 29, 2026, on the roof of the Sherman Oaks Galleria in Los Angeles, Tom Holland organized the second edition of the BERO Padel Classic, an invitational tournament based around his BERO brand of alcohol-free beer.
The day’s cast included Steve Aoki, Diplo, Simu Liu, Rainn Wilson, Jay Shetty, Olympian Tom Daley… and Zendaya, present in the stands to support the brand and its partner. A line-up that is rarely associated with a racquet sport that is historically European and South American. And this is precisely what makes the event so interesting to analyze, beyond the mere buzz of people.
Why padel is the talk of Hollywood
The BERO Padel Classic is no isolated marketing stunt. It’s a second edition, following a first version organized in London in July 2025 with Andy Murray, Anthony Joshua and Stormzy. Where the operation becomes a breakthrough is in the coherence of Tom Holland’s discourse. Interviewed by The Hollywood Reporter on site, the actor insisted on three points:
- Padel as a community sport, where the proximity of opponents makes it possible to chat and bond during the match.
- His own passion for sport, which he practises regularly with his family.
- An inclusive argument: people who don’t necessarily play tennis can very quickly enjoy themselves on a padel court.
Three angles that recap why padel has taken hold so quickly among American celebrities over the past two years. Where tennis requires years of practice to be played properly, padel offers fast-paced sensations, a strong social dimension and a doubles format that transforms every match into a shared moment. This is exactly what lifestyle brands are looking for, and is validated by the presence of names like Diplo and Steve Aoki at a padel tournament.
BERO and padel, a strategic alignment
BERO isn’t just a sponsor. It’s a non-alcoholic beer brand founded by Tom Holland after he gave up alcohol in 2022, and padel plays a central role. The actor described it himself to USA Today: bringing people together for a good day out, celebrating the brand and creating a social bond is, in his view, the perfect recipe. Padel ticks all the boxes for a brand that speaks of sobriety, community and healthy living.
This logic is reminiscent of others. Heineken 0.0 signed Serena Williams to a padel program via Playtomic in April 2026. Audemars Piguet, which has just made its entry into padel official via Premier Padel and Agustín Tapia, has announced a schedule of Pro-Am tournaments for its customers. The pattern is clear: brands targeting an adult, urban audience with high purchasing power are no longer using padel as a simple opportunity sponsorship. They are building recurring programs around the sport itself.
For the sport, this is news that goes far beyond the celebrity circle. When a global player organizes its own annual tournament and invites its brand to gravitate around it, it means that padel is no longer just a growing sport: it has become a cultural container. A frame that brands and personalities use to exist, connect with their community and tell a story. This is what splits a trendy sport from an established one.
It remains to be seen how this American dynamic will translate onto the professional on tour. The United States does not yet have a Premier Padel Major, but the 2026 calendar confirms a gradual opening-up to new markets. Meanwhile, in Sherman Oaks as in New York and Miami, courts are multiplying and private parties around a pala are becoming commonplace. American padel is no longer in its infancy. It’s coming of age, and the BERO Padel Classic is probably one of the most significant milestones to date.
To remember:
- Tom Holland organized the 2nd edition of the BERO Padel Classic on April 29, 2026 in Los Angeles, with Zendaya, Steve Aoki, Diplo, Simu Liu and Jay Shetty among the guests.
- The event is supported by BERO, its alcohol-free beer brand, around the themes of community and healthy living.
- It’s part of a wider wave of lifestyle brands (Heineken 0.0, Audemars Piguet) making a lasting investment in padel.
- A strong signal: padel is becoming a fully-fledged cultural frame in the United States, and not just a fad.
