Experience Concepts & Strategy · October 2026

Padel Platform × Abu Dhabi Grand Prix

Grand Prix week · 2–6 December 2026

From Ethara

Thank you.

For the opportunity to present our creative thinking and padel concepts to you. Ethara blends premium venue hosting and operations with bespoke creativity and ideas that amplify sporting ambition, capability and global awareness, all interwoven with the rich DNA of the Abu Dhabi narrative.

Together, padel and Abu Dhabi can bind people with place, experience and emotion, positioning Abu Dhabi as the epicentre of padel globally.

The strategic baseline · The opportunity

A global stage for padel.

Padel is now part of a much larger ambition for Abu Dhabi, and F1 provides an exceptional global stage to position the sport.

The ambition

Setting Abu Dhabi as the global capital of padel.

Abu Dhabi as enabler of premium sport and lifestyle experiences.

How? · Creating a platform

Not another fan zone.

A strategic platform of communication and lifestyle.

Multi-purposePadel × hospitality × brands, blending sport and lifestyle.
DynamicAn easy-to-update digital skin: live scores, leaderboards, messages, partners.
RecognisableA distinctive premium identity, with space for partners.

Built to evolve

Not just an F1 activation. An evolving platform.

01Viral moment kick-offA high-impact launch stunt connecting F1 energy and iconic landscapes with padel lifestyle.
02Global padel mini-seriesA scalable concept, exported to sport events globally, supported by local storytelling.
03Annual padel IPA repeatable platform for partners, brands, guests and global audiences. Designed as an iconic experience.

02

The viral moment kick-off

02.1

Surrealist Play.

Two players rally on a glass court in the desert at sunset, P1 graphics glowing on the glass — As the sun drops over Liwa.

Hamilton steps onto a padel court carved into the desert to face a young Emirati champion.

Aerial view of a glowing padel court on the crest of a high dune at dusk — F1 energy. Padel culture.

And Abu Dhabi’s most cinematic landscape collide in one impossible-to-ignore moment.

A glass padel court on a desert ridge at sunset, a lit path winding up the dune — Carved into the desert.

01 / 03

02.2

The Impossible Match.

A glass padel court suspended between the blue-lit arches of a white bridge at night — Take an iconic landmark.

Suspend a padel court right in the middle.

Top-down view of the suspended court as two F1 cars race over the blue-lit arch — Send F1 cars around it.

Four players in race-team kit play doubles on the court beneath the bridge arch at night — Then bring legends to play.

01 / 03

02.3

Abu Dhabi Drift.

F1 stars, celebrities and padel legends go head-to-head against the city’s most iconic landmarks.

Two F1 drivers laugh together on a P1 court, paddles in hand, the city skyline lit behind — F1 stars. Celebrities. Padel legends.

Head-to-head against the city’s most iconic landmarks.

The Padel Dhow, a floating vessel with two glass courts, on calm water with the Corniche skyline behind at sunset — The Padel Dhow.

Takes the action across Abu Dhabi’s waters.

The Padel Dhow moored off Saadiyat at golden hour, museum architecture behind — Iconic backdrops.

The city’s gems become iconic backdrops for viral padel moments.

Top-down night view of the Padel Dhow docking beside the marina terraces — Its final lap: Yas Marina.

Where it docks and merges with P1 hospitality at the Abu Dhabi Grand Prix.

01 / 04

02.4 · Strategy

From the viral moment kick-off.

A high-impact launch stunt connecting Abu Dhabi’s F1 energy and iconic landscapes with its emerging padel lifestyle.

Abu Dhabi Drift · strategic journey

The floating court tours Abu Dhabi’s iconic architecture, reinforcing a strong Abu Dhabi narrative that spans industry, culture, heritage and sporting prowess.

01CornicheIndustry · iconic skylineA backdrop of industry and beginnings: ADNOC, the financial exchange, the iconic UAE flag.
02SaadiyatCulture · cultural districtAbu Dhabi’s portfolio of cultural, art and heritage assets, with a focus on the Guggenheim.
03Yas MarinaSport · final stopIconic shots arriving and integrating into the floating padel concept within Yas Marina at F1.

03

Padel platform at the circuit

The brief: a premium five-day padel activation during Abu Dhabi Grand Prix week.

Day 1Wed
Day 2Thu
Day 3Fri
Day 4Sat
Race daySun

Approx. 1,250 sqm2 portable padel courtsHospitality · seating · brand spaces

03.1

Floating Club.

Play · Chill · Reset

Location option 01

Yas Marina

Floating court at the marina

Strategically located behind the F1 Team Villas. The Padel Dhow arrives at its final destination, having toured iconic Abu Dhabi.

Floating Club at Yas Marina

Sport, leisure and the energy of F1, live on the water.

Floating at Yas Marina, padel meets the yacht lifestyle: sleek courts, elevated hospitality and waterfront social spaces come together.

Aerial night view of a glass padel court on a pontoon in Yas Marina, lit in blue beside the yachts — A floating padel destination.

Shaped by yachting culture.

Guests and an F1 driver talk around a fire pit on the P1 terrace, the marina hotel lit behind — Right in Yas Marina Circuit.

An F1 driver stretches for a volley on the floating court under floodlights — Between sessions.

F1 drivers and team members challenge each other on the water.

01 / 03

Floating Club

Continual viral moments within one larger viral moment.

A two-court floating concept: a place where F1 drivers and team members can challenge each other in between sessions, and where influencers and VIP guests can interact.

03.2

P1 Pavilion.

Play · Chill · Spectate

Location option 02

Abu Dhabi Hill

A unique vantage point

Where the energy of F1 & P1 collide. Where padel is connected with brand Abu Dhabi.

P1 Pavilion at Abu Dhabi Hill

A padel pavilion built into the centre of the action.

Set against one of F1’s most iconic backdrops, the pavilion puts the game centre stage on a truly global platform.

Aerial view of Abu Dhabi Hill inside the circuit, the pavilion set into the grass slope — At the heart of the circuit.

A player lines up a shot on the pavilion court as race cars pass on the floodlit track below — A multi-experience lifestyle venue.

The two-storey glass pavilion at night: courts above, a full hospitality lounge below — Blending padel with lifestyle.

A vertical padel, hospitality and lifestyle venue wrapped in a digital skin. A home to connect luxury lifestyle brands with Abu Dhabi padel.

The pavilion by day on the hill, the grandstands and marina behind — Centre stage.

On a truly global platform.

01 / 04

04

Padel platform off the circuit

Away from the intensity of the track, P1 becomes Abu Dhabi’s satellite padel experience: a destination to play, chill and reset. A taste of the Abu Dhabi lifestyle beyond F1. Destination placemaking through habitat, culture, heritage and sport: a unique Abu Dhabi padel proposition.

04.1Padel Desert RetreatDesert pop-up
04.2Abu Dhabi Skyline ExperienceHelipad / rooftop
04.3The Padel GalleryMuseum takeover

04.1

Padel Desert Retreat.

A luxury sporting lifestyle retreat

Padel Desert Retreat · desert pop-up

What if padel meets glamping?

A padel oasis in the middle of the desert, where heritage and sport are reimagined as contemporary lifestyle. Every detail is curated to turn play into an immersive cultural escape, connecting luxury lifestyle brands with Abu Dhabi heritage principles.

Two courts under tensile shade sails in the desert at dusk, olive trees and a P1 stone sign at the entrance — When padel meets glamping.

Sport, heritage and desert lifestyle come together.

A curved canopy over twin courts at sunset, a lit walkway leading in from the desert — A padel oasis.

In the middle of the desert.

01 / 03

04.2

A Skyline Experience.

Helipad / rooftop

Abu Dhabi Skyline Experience

What happens when sport meets nightlife?

Padel by day, party by night. The court becomes an unexpected nightlife playground where DJs take over, music replaces match points, and the F1 crowd comes to play, dance and unwind above the Abu Dhabi skyline.

Twin courts on a circular rooftop helipad high above the city at dusk, a crowd between them — Padel by day. Party by night.

A new platform for sport & nightlife.

Guests gather between two lit courts on a rooftop terrace, the Abu Dhabi skyline behind — Above the Abu Dhabi skyline.

01 / 02

04.3

The Padel Gallery.

Museum takeover

The Padel Gallery

What if padel became a temporary gallery at the Louvre?

Inspired by the Louvre’s iconic white volumes, the pavilion becomes a seamless temporary extension of its architecture: an unexpected dialogue between culture, art and sport, three defining expressions of Abu Dhabi’s identity and lifestyle.

A white pavilion with glass courts beneath a perforated dome, lounges in the foreground — Sport meets art & culture.

Core expressions of Abu Dhabi lifestyle.

White folded volumes housing a blue court under dappled light from the dome — A temporary gallery at the Louvre.

01 / 02

05 · The identity

Padel in pole position.

Born in Abu Dhabi. Built to travel.

The P1 identity is a placeholder, created to show that an autonomous brand is needed to anchor every experience, from viral moments to unique padel venues, and to establish Abu Dhabi padel as a global force and standalone IP. Two routes are explored, each embracing the environments the experiences might sit within.

P1 gridCourt geometry as a flexible framework.
Ball traceAcceleration, direction and rhythm.
Perforation fieldA racket-inspired texture.

Navy#384149 Beige#E0D8CB Ink#191E26 Warm white#F5F1E8 Silver#8A8F8B

6415

Exploratory & adaptable

Our concepts follow initial feasibility studies; further technical and operational validation will be required across all aspects. The brand shown is a placeholder: brand architecture will be developed from the ground up. All ideas are adaptable and flexible, with room to develop them further with you.

Thank you.