Game On!

PHD Germany

Client: CUPRA

Padel is on fire, but in Germany? Still niche. Despite +300% court growth, Gen Z wasn’t picking up the racket — because they hadn’t seen it in their world. And that world is gaming.

80% of Gen Z experience sports digitally first. 60% try a sport after seeing it in a game. Padel? Fast, competitive, team-based — just like their favorite multiplayer titles.

So, CUPRA made the first-ever Padel game in Fortnite. No sponsorship, no sidelines — we dropped the sport straight into the game. ? CUPRA-branded stadium ?3D CUPRA Born showroom ? Merch store & locker rooms

Then, we took it IRL. CUPRA became title sponsor of the CUPRA German Padel Tour (GPT), bringing the sport to 40 cities and turning CUPRA City Garages into hybrid gaming & sports hubs. ? +46% brand awareness ? 663,000+ minutes played (136% over target) ? +42% CUPRA Born sales

Final Score? CUPRA claimed the trend before it went mainstream.

We didn’t just bring padel to gaming — we built a new way to play. By introducing the sport into gaming and supporting its growth in real life, CUPRA secured its place as the enabler of padel’s rise, ensuring that wherever padel grows — CUPRA is right there with it.

Early in, big impact.