Publicação
Marketing of niche sports and the interest of Gen Z generation using the example of padel tennis
| Resumo: | This master's thesis examines the marketing of niche sports using the example of padel tennis, with a particular focus on Generation Z in Germany and Portugal. The aim of the thesis was to analyse the perception, attractiveness and professionalisation of the sport and to derive key success factors for sustainable development. Methodologically, the study combines qualitative expert interviews with quantitative survey results among Gen Z participants in both countries. The results show that padel tennis has already achieved a significantly higher level of awareness and professionalisation in Portugal than in Germany. While access in Germany remains limited due to a lack of infrastructure and limited media visibility, Portuguese players benefit from a broad event landscape, strong association work and high media presence. Across both countries, the results illustrate that social media and influencers are key drivers, especially when it comes to addressing Generation Z, but at the same time, they only have a lasting effect when linked to professional structures, events and personal accessibility. Overall, the work makes it clear that the successful marketing of niche sports such as padel tennis requires an integrated approach that combines structural conditions, stakeholder cooperation and target group-oriented marketing measures. Germany is still at the beginning of a development process here, while Portugal already provides a possible model for success. |
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| Autores principais: | Wassmund, Mika Leonard |
| Assunto: | Padel tennis Marketing desportivo -- Sports marketing Niche sports Generation Z Germany Portugal Padel Desportos de nicho Profissionalização -- Professionalization Alemanha |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | This master's thesis examines the marketing of niche sports using the example of padel tennis, with a particular focus on Generation Z in Germany and Portugal. The aim of the thesis was to analyse the perception, attractiveness and professionalisation of the sport and to derive key success factors for sustainable development. Methodologically, the study combines qualitative expert interviews with quantitative survey results among Gen Z participants in both countries. The results show that padel tennis has already achieved a significantly higher level of awareness and professionalisation in Portugal than in Germany. While access in Germany remains limited due to a lack of infrastructure and limited media visibility, Portuguese players benefit from a broad event landscape, strong association work and high media presence. Across both countries, the results illustrate that social media and influencers are key drivers, especially when it comes to addressing Generation Z, but at the same time, they only have a lasting effect when linked to professional structures, events and personal accessibility. Overall, the work makes it clear that the successful marketing of niche sports such as padel tennis requires an integrated approach that combines structural conditions, stakeholder cooperation and target group-oriented marketing measures. Germany is still at the beginning of a development process here, while Portugal already provides a possible model for success. |
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