Specsavers has launched a grassroots-focused sports sponsorship across 15 London padel clubs, using the rapid rise of the sport to engage health-conscious, urban audiences and introduce contact lenses in a way that feels natural to how people play and move.
The partnership strategy and activation were devised and brokered by sponsorship agency 1986, which identified the most relevant clubs and built a multi-club model designed to place Specsavers at the heart of one of the UK’s fastest-growing participation sports.
The deal delivers court branding across 69 courts in the capital, alongside direct email and social communications to over 200,000 padel players. At the heart of the activation is a simple, player-first incentive: a free game of padel for consumers who sign up to a Specsavers contact lenses subscription.
The campaign has been designed to deliver value across the full marketing funnel:
- “NO GLASSES BEYOND THIS POINT” court-side branding to ensure repeat exposure at the point of play
- Email communications giving Specsavers access to an engaged, opted-in audience
- A free game of padel reward that delivers immediate value to players, drives footfall to stores, and
incentivises contact lens trials and subscriptions.
The offer is redeemed through participating clubs, creating a closed-loop journey from sport to retail and back again. This approach reflects a growing shift among sponsors towards partnerships that can demonstrate clear accountability and measurable return on investment.
To find out more – https://www.specsavers.co.uk/contact-lenses/padel
“Padel is a highly social, fast-growing sport built around strong local club communities, which makes it a genuinely relevant place for Specsavers to be present. The fit is practical rather than promotional. For many glasses wearers, contact lenses can make playing more comfortable and confident, which players quickly recognise once they’re on court.
“By working directly with clubs, our focus is on supporting padel communities in a way that adds real value to the playing experience. Linking participation to local Specsavers stores allows us to put people first, strengthen community connections, and create meaningful value for the brand.”
Neil Liddle, Brand Partnerships & Sponsorships Lead, Specsavers
“Playing padel in glasses can be problematic – they can fog up, fall off or just get in the way – which makes them a great trigger for trialling contact lenses. This led us directly to the NO GLASSES BEYOND THIS POINT idea and the subsequent bespoke partnership with 15 padel clubs across London. Designed to give Specsavers branding, direct comms to players and a commercial opportunity through the free game of padel offer.”
Matt Stevenson, partner, 1986
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About 1986
1986 is a sponsorship and marketing company recently set up by Tom Bazeley and Matt Stevenson. So named because that’s the year they met at school and they have been best mates ever since. With
experience and knowledge of sport, music and entertainment, 1986 works with brands and rights holders across the whole of the sponsorship lifecycle from strategy and planning through to activation, events and content production. https://www.1986sponsorship.com/
