A Lisbon partnership built on an existing presence
HEROE’S is now listed among the official partners of the Lusophone Creativity Awards, an international festival based in Portugal for the communication markets of Portuguese-speaking countries. The Italian brand, founded in Bologna in 2018, operates in padel, beach tennis and pickleball. On its official website, it already lists Portugal and Brazil among its distribution markets.
In Brazil, HEROE’S runs a local e-commerce site, sells a range of padel rackets and provides a commercial contact point in Balneário Camboriú, Santa Catarina. Those elements confirm an identifiable commercial presence, but they do not establish the brand’s sales volume or market share. No public figures of that kind appear in the sources reviewed.
Andrea Tonelli, CEO of HEROE’S Sports, describes the new sponsorship as a step intended to strengthen the brand’s presence with Portuguese-speaking audiences. In the press release sent to Actu Padel, he said:
“For Heroes Sports, sponsoring these awards is a natural step to strengthen our presence among the creative community and boost our commitment to key disciplines such as Padel, Pickleball, and Beach Tennis.”
Gonzalo Rubio connects HEROE’S with Portuguese padel
HEROE’S currently lists six padel players on the athletes page of its Brazilian website, including Gonzalo Rubio. The Spaniard was ranked No. 41 in the FIP ranking published on September 7, 2026, with a career high of No. 23. His official FIP profile also records his victory at the FIP Silver Vila Real de Santo António in Portugal in May 2026.
Rubio announced his move to HEROE’S on his Instagram account in January 2023. The brand still lists him among its padel players in 2026, giving the Portuguese partnership a direct sporting link beyond the sponsorship of a communications festival.
The Senna collaboration is for beach tennis
The press release also points to the HEROE’S x Senna LTD 2026 as evidence of the brand’s links with the Portuguese-speaking world. The limited run of 530 units, inspired by Ayrton Senna’s 1991 Interlagos victory, is a beach tennis racket. It documents HEROE’S commercial activity in Brazil across racket sports, but not its padel business directly.
HEROE’S therefore combines stated distribution in Portugal and Brazil, a Brazilian commercial structure, a local padel range and Gonzalo Rubio among its athletes. Those facts still do not quantify the brand’s weight in either market. HEROE’S currently publishes no local sales or market-share figures that would allow that expansion to be measured.
