THG Studios opens SMASH, an interative padel court

Creative marketing agency THG Studios has unveiled an immersive padel court that provides real-time creative advertising opportunities, built-in technology to measure player performance, and a visual backdrop for creators and influencers.

The court, called SMASH, is housed within THG Studios, a facility developed with Google Cloud as a key technology partner and sponsor. 

The court is aimed at providing brands with a backdrop for social media campaigns, commercials, influencer events and live-streamed tournaments.  

Google Cloud will power SMASH with analytics technology previously used for analysing penalties in football, which has been adapted for padel to capture in-depth player and game metrics, offering players and brands data-driven content opportunities.  

SMASH launches on 6 November 2025, and will be used as the home of a padel-focused original content series called SMASH by THG Studios, which is set to launch on YouTube later this year.

Hannah Pym, chief brand and marketing officer, THG Ingenuity, said: “SMASH by THG Studios is more than just a padel court; it’s an arena for creative storytelling where sport and culture collide. Padel is the fastest-growing sport in the UK, and by launching the world’s first content-focused court, we are providing brands with a unique opportunity to tap into this phenomenon. With the support of trailblazing partners, we are empowering brands to create content that is not only engaging but truly iconic.” 

Oliver Grundy, group head, cloud marketing, UKI, Google Cloud, added: “We’re excited to collaborate with THG Studios on SMASH, an innovative project that showcases the power of data and cloud technology in enhancing sports experiences and brand storytelling. By adapting our advanced analytics to padel, we’re not only enriching player development but also opening up opportunities for brands to create engaging, data-driven content in the UK’s fastest-growing sport.”