So What Will make Padel So Distinctive?

Posted by Jiles on June 8th, 2021

Kyle Edmund Signs Multi-million Pound Sponsorship Deal With Nike™

Kyle Edmund has been Britain's last man standing at the elite level of men's singles tennis this year, and his continued promise has brought him a bumper, multi-million pound sponsorship deal with clothing giants Nike. The 22-year-old Yorkshireman has signed a four-year agreement with the apparel manufacturers that is the biggest of its kind for a British player not called Andy Murray since the days of Tim Henman. It is partly recognition of the fact that he is expected to end the year as one of only six men aged 22 or under inside the world's top 50, and comes on the back of a global ambassadorship with Jaguar cars. The deal represents a considerable declaration of faith in the potential of someone who has had a solid if unspectacular year, consolidating the gains of last season while not managing to achieve a searing breakthrough either. Clearly being from Wimbledon's host nation helps, and interestingly it comes at a time when Under Armour, who kit out Andy Murray, are said to be considering a withdrawal from tennis. The overall market for tennis endorsements is not especially buoyant and, according to the Wall Street Journal, Under Armour undergoing a review of the sports and activities they are involved with. This is believed to be more connected to a plunge in their share price this year rather than doubts over Murray's future as he battles to come back in the fact of a degenerative hip condition. It has seen him change management companies, from IMG to London-based Starwing Sports, and now hire a combination of veteran Swede Frederik Rosengren with former British player Mark Hilton. Last weekend he made the semi-finals of the Vienna Open which, in context, is an equivalent event to the Aegon Championships at Queen's Club. Rather in keeping with Edmund's career to date, it passed more under the radar than had a similar progression been made at Queen's in June. I've found this year a bit too up and down, I've lost quite a few close matches, probably too many,' said Edmund. I need to beat some of the better guys. It has been frustrating not to quite get the momentum going but I've tried to keep working away. I want it all to happen now but there's definitely a big stadium court win in the later rounds in there somewhere, and I've got close a few times. I lost in a deciding set to (Milos) Raonic, Stan Wawrinka and Rafa (Nadal) this year. The most eyecatching of those was when he missed a forehand on break point at 2-2 in the decider against Nadal at April's Monte Carlo Open. He went on to lose 6-3 but, with the hindsight of how the Spaniard performed on the clay this year, it was an exceptional performance. The early indications are that Rosengren and Hilton want him to be more animated and aggressive on court. A mild mannered young man, Edmund admits that sometimes he may have been getting in his own way. Maybe too nice in the sense of not being ruthless enough on court. I need to take my game to the opponent and the more energised I am the better I play. Rosengren and Hilton will work together in tandem next season, although rarely at the same tournament. Hilton did a remarkable job in getting Dan Evans into the top fifty before he got banned for a positive cocaine test, and his commitment to Edmund means that legend line padel rackets he will not be back with Evans when he returns next April. I get on very well with Hilts. Guys aren't keen to do 40 weeks on the road and you have to accept that. I don't want two at one tournament but they are here so they can get to know each other. Once next year starts they will do different weeks. Frederik has worked with Jonas Bjorkman, Robin Soderling and Magnus Norman (all Swedish players who made the world's top five). Edmund will spend part of the off season training at the new Lleyton Hewitt Academy in the Bahamas, but before that is lined up to visit Melwood, training ground of Liverpool, his main sporting passion outside tennis. There is likely to be a meeting with Jurgen Klopp. I've heard he's a big tennis fan and he plays quite a bit of Padel. I will be happy to talk tennis with him but I'd also like to hear about Liverpool. Any holiday will be brief, and he knows it will all be out of kilter with the friends he grew up with near Beverley in the East Riding. The lifestyle is so different, quite a few of my friends are at university.