Pickleball Explosion: How Major Brands and Athletes are Pushing the Sport Mainstream
Pickleball has experienced an unprecedented rise in popularity, with courts popping up in neighborhoods across the globe. What was once viewed as a niche hobby is now on the cusp of mainstream status, thanks in part to the influx of major brands and high-profile athletes getting involved. From corporate sponsorships and endorsement deals to celebrities and professional athletes investing in the sport, pickleball is no longer just a recreational pastime—it’s becoming big business.
In this blog, we’ll explore how the involvement of major brands and athletes is accelerating the growth of pickleball and pushing it into the mainstream sports spotlight.
The Celebrity and Athlete Influence on Pickleball’s Growth
One of the biggest drivers of pickleball’s rapid expansion has been the growing number of professional athletes from other sports who have embraced and promoted the game. From basketball legends to tennis stars, these athletes are not only playing pickleball but also investing in its future.
LeBron James: In 2022, NBA superstar LeBron James made headlines when he, along with fellow NBA players Draymond Green and Kevin Love, invested in a Major League Pickleball team. This move by James signaled to the sports world that pickleball is more than just a fad—it’s a serious sport with real business potential. His investment also brought tremendous media attention to pickleball, sparking a surge of interest across social media and news outlets.
Tom Brady: NFL icon Tom Brady also jumped on the pickleball bandwagon, purchasing a stake in a Major League Pickleball team. Brady’s entry into the sport highlighted pickleball’s appeal to elite athletes looking for post-retirement competitive outlets. His involvement has added credibility to the sport, attracting new fans and encouraging other pro athletes to explore the sport.
Tennis Stars Converging on Pickleball: Former tennis pros like Martina Navratilova and John McEnroe have not only expressed their love for pickleball but have also participated in exhibition matches and events. Their presence helps bridge the gap between tennis and pickleball, encouraging tennis fans to try the sport and take it more seriously.
With these high-profile athletes and celebrities publicly supporting pickleball, the sport’s credibility and visibility have skyrocketed. As more athletes share their love for pickleball, it’s likely we’ll continue to see an influx of new players and fans, helping the sport grow even further.
Major Brands Betting Big on Pickleball
In addition to athletes, large brands and corporations have begun recognizing pickleball’s potential as a marketing platform. Major sponsorship deals, partnerships, and endorsements are flooding into the sport, making it a key investment area for companies looking to capitalize on its growing popularity.
Adidas and Pickleball Gear: Athletic gear giant Adidas made waves in 2023 when it officially entered the pickleball market, launching a line of pickleball paddles, shoes, and apparel. With Adidas’ global brand recognition, the move attracted international attention and further elevated the sport’s visibility. The introduction of mainstream athletic brands into pickleball also signals that the sport has moved beyond grassroots popularity and is gaining recognition as a serious athletic pursuit.
Fila Sponsorships in Pro Pickleball: Fila, another major sportswear brand, has become an official sponsor of several pickleball tournaments and professional players. Fila’s investment in pickleball gear, particularly shoes designed specifically for the sport, highlights the growing market for pickleball-specific apparel and equipment.
JOOLA’s Impact on the Pro Circuit: Table tennis giant JOOLA transitioned into pickleball with tremendous success, sponsoring top players like Ben Johns, the world’s #1 pickleball player on the PPA (Professional Pickleball Association) Tour. JOOLA’s high-end paddles have become popular on both the pro and amateur circuits, and their sponsorship deals have helped increase visibility for the sport at all levels.
Major League Pickleball (MLP): A New Era for Professional Pickleball
The formation of Major League Pickleball (MLP) has been a game-changer for the sport, providing a professional league structure that is attracting sponsors, investors, and fans alike. MLP’s innovative team-based format, where both men and women compete together in high-stakes tournaments, has garnered attention from major media outlets and increased fan engagement.
Celebrity Owners in MLP: The list of MLP team owners reads like a who’s-who of celebrity athletes and business moguls. In addition to LeBron James and Tom Brady, tennis star Kim Clijsters and venture capitalist Marc Cuban have also invested in MLP teams. The involvement of these high-profile figures has legitimized MLP as a premier platform for professional pickleball and generated significant media attention.
National Media Coverage: MLP has secured broadcasting deals with ESPN, YouTube, and CBS Sports, bringing pickleball into millions of households worldwide. This media coverage is a critical step in raising awareness and interest in the sport, allowing casual viewers to witness the excitement of professional pickleball for the first time.
Increased Prize Money: Another sign of pickleball’s growing professionalism is the rising prize pools in MLP and other pro leagues like the PPA. In 2024, MLP announced its largest-ever prize purse, drawing in top talent from across the country. With larger prize money at stake, more athletes are pursuing pickleball as a full-time career, further fueling the sport’s growth.
Pickleball in Popular Culture
Pickleball’s ascent into mainstream sports is not only due to celebrity endorsements and major investments but also its increasing presence in popular culture. From TV shows to social media influencers, pickleball is quickly becoming part of everyday conversations.
Pickleball on TV: Several reality shows and entertainment programs have integrated pickleball into their content. For instance, the popular sitcom “Curb Your Enthusiasm” featured a pickleball storyline in its latest season, bringing the sport into the homes of millions of viewers. Shows like these help familiarize a broader audience with the sport and pique interest in trying it out.
Social Media Influencers: On platforms like TikTok, Instagram, and YouTube, influencers are playing a significant role in promoting pickleball. Influencers like The Pickleball Studio and Pickleball Kitchen have gained substantial followings by producing pickleball-related content, offering tutorials, reviews, and live match commentary. These influencers introduce the sport to younger audiences who might not have otherwise discovered it.
Corporate Sponsorships in Tournaments: Large brands are increasingly sponsoring pickleball tournaments to align themselves with the sport’s vibrant and rapidly growing fanbase. Michelob Ultra and Hertz have signed on as sponsors for major tournaments like the PPA Tour, using the sport to reach health-conscious and active consumers.
Why Brands and Athletes Are Flocking to Pickleball
So, what is it about pickleball that’s drawing in big names and brands? The sport offers several unique advantages:
Accessibility: Pickleball is easy to learn, making it accessible to people of all ages and athletic abilities. Unlike sports that require years of training to reach a competitive level, pickleball allows newcomers to pick up a paddle and enjoy the game quickly. This accessibility has helped it grow faster than many other emerging sports.
Health Benefits: Pickleball is a low-impact sport that provides an excellent cardiovascular workout, improving agility and balance while being gentle on the joints. This appeal to fitness enthusiasts of all ages has made it an attractive option for those looking for a fun, engaging way to stay active.
Community and Social Aspect: Pickleball’s social nature has contributed to its popularity. It fosters community-building through local leagues, clubs, and social events, allowing players to make new connections while staying active. This sense of community is one of the key reasons pickleball has become a staple in recreational sports culture.
Brand Exposure and Marketing Opportunities: For brands, pickleball offers a growing, loyal, and engaged fanbase. As pickleball tournaments and leagues grow in size and viewership, corporate sponsorships and endorsements provide valuable exposure to new demographics.
The Future of Pickleball: A Mainstream Sport in the Making
With the combined support of celebrities, professional athletes, and major brands, pickleball is poised to continue its march into the mainstream sports world. As more high-profile figures invest in the sport and more companies create pickleball-specific products, the sport’s visibility and legitimacy will only increase.
As we look to the future, expect to see pickleball not only played in local parks and gyms but also featured on national television, sponsored by global brands, and contested by the world’s best athletes. Whether you’re a casual player or a die-hard fan, the pickleball explosion is just getting started.