Smash Pickleball Agency joined industry leaders at SPORTCITIES 2026 Expo & Summit to discuss the opportunities driving pickleball’s expansion across Europe.
October 27th, 2026
The growth of pickleball is creating new opportunities across the sports industry, from professional competition and specialized facilities to sponsorships, investment and community development.
On October 22, 2026, Albert Escofet, CEO of Smash Pickleball Agency and PPA Tour Europe promoter, participated in SPORTCITIES 2026 Expo & Summit, held at the Feria de Valladolid in Spain. He joined the roundtable “Pickleball: Conquering the European Market”, a session focused on how the sport can build on its success in the United States and develop its potential across Europe.
Bringing Different Perspectives to Pickleball’s Growth
Organized by Spain is Sport within the SPORTAINMENT VENUES FORUM, the roundtable brought together professionals representing different areas of the pickleball ecosystem.
The session was moderated by Andrés de la Dehesa Tejedor, President of Spain is Sport, and featured Albert Escofet alongside Javi Pérez Esquej, founder and CEO of Pickle Space, and Alfons Bastida, Chief Marketing Officer at NOX Sport.
The discussion addressed three key perspectives shaping the sport’s future: professional competition and entertainment, the development of facilities and player communities, and the opportunities for sports brands to establish themselves in this growing category.
Together, these perspectives highlighted the importance of building an ecosystem that goes beyond the courts and connects the different stakeholders needed to support long-term growth.
Spain and Europe: An Opportunity for Pickleball
As pickleball continues to expand internationally, Europe presents significant opportunities for the development of professional tours, dedicated venues, new business models and stronger player communities.
Spain is particularly well positioned to contribute to this evolution through its established racket-sports culture and the growing interest in pickleball among clubs, players and sports businesses.
However, sustainable growth requires more than increasing participation. It also depends on creating accessible facilities, establishing competitive structures, attracting commercial partners and developing experiences that bring players and fans together.
At Smash Pickleball Agency, these priorities are central to our work. Through tournament organization, player development and commercial partnerships, we aim to connect the different parts of the industry and help create new opportunities for pickleball across Europe.
Building the Future of Pickleball Together
Participating in SPORTCITIES 2026 provided an opportunity to contribute to the conversation about pickleball’s future alongside professionals from across the sports industry.
For Smash, the objective remains clear: to help develop a stronger European pickleball ecosystem by connecting competition, facilities, talent, brands and communities.
The next stage of pickleball’s growth will depend not only on how many people play, but also on how effectively the industry works together to build a sustainable future for the sport.
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