Portugal's largest padel advertising network will be positioned as a media platform for brands, advertisers, and partners, with a communication and marketing strategy developed by SayU Consulting.
SayU and the Dyspadel announce a strategic partnership to position AdCaster—the network of DOOH screens installed at padel courts across the country—as a new communication channel for brands, advertisers, and marketing decision-makers in Portugal. With more than 45 equipped courts, 20,000 players reached each month, and over 400 hours of daily exposure across the entire network, it is now the largest advertising platform integrated into padel courts in Portugal.
A new form of communication that doesn't have a name yet
Dyspadel’s AdCaster isn’t outdoor advertising. It isn’t digital in the conventional sense. It isn’t traditional sports sponsorship. It’s a new category: communication integrated into the experience, the moment, and the context in which the audience is genuinely present.
The screens installed on each court are the same devices that display the real-time score, and that’s also where the brand message appears—no ad-blocking, no skipping, no scrolling. In idle mode, the screen displays an exclusive 15-second looping campaign. During the match, the brand appears integrated into the scoreboard, tracking every point, every set, and every change of ends. And in the highlights—known as “Puntakos”—the brand appears alongside the content shared by the players on social media.
The average padel player in Portugal is between 35 and 40 years old, is an active professional, a decision-maker, and uses the game as a networking opportunity with colleagues, clients, and partners. This is a target audience that no traditional digital channel can reach with this level of precision, and one that arrives at every padel court with full attention.
“Dyspadel was born out of the need to make the game of padel simpler, more digital, and more comprehensive for clubs and players. While developing this solution, we also realized that we were creating a communication space integrated into the experience, offering value to both users and brands. This evolution represents a shift in the way sports and brand communication intersect,”, says Gonçalo Carvalho, co-founder of Dyspadel.
“The Dyspadel screen is a new form of communication. And when we say new, we really mean new: it doesn’t fit into any existing categories. We approached this project with a clear assessment: Dyspadel had a unique product and a rapidly growing network, but its value proposition to the advertising market was underutilized—the product was marketed as technology for clubs, when its true potential lies in serving as a sports media platform. Our job is to build the narrative that allows the advertising market to understand what it is, quantify its value, and decide to invest. It’s exactly the kind of strategic challenge that motivates us.“, says Marta Gonçalves, Managing Partner at SayU Consulting.