Pickleball Attracts Major Brands: In 2024, global spending on sports-related advertising rose to $60.9 billion, driven by high viewership from last year’s Olympic Games, according to WARC. As brands look to engage audiences, they are increasingly turning to niche sports like pickleball.
Emerging Opportunities in Pickleball
As interest in pickleball grows, brand marketers are seeking new ways to connect with audiences. Major companies are investing in this fast-rising sport, which offers fresh opportunities for sponsorship.
For instance, a recent survey revealed that 20% of millennials and Generation Z are interested in watching Major League Pickleball (MLP), compared to only 8% of Generation X. Additionally, 22% of American marketing executives already investing in sports plan to advertise around MLP.
These findings illustrate a significant trend: marketers are eager to tap into the growing interest in pickleball. This sport’s unique appeal to younger viewers makes it an attractive option for brands looking to expand their reach.
Strategic Marketing Moves for Brands
The rise of pickleball has led brands to explore innovative marketing strategies. Companies are forming partnerships and sponsorships to align themselves with the sport’s growing popularity. For example, major sponsors of the Pro Padel League, including Adidas, are looking to engage with audiences interested in similar sports.
Brands like Best Buy are also taking notice of pickleball’s potential. CMO Jennie Weber stated that the company aims to be part of the cultural conversation surrounding this emerging sport. By positioning themselves early in the pickleball market, brands hope to build lasting connections with a new generation of sports fans.
“Even though it is an unknown, it feels like the right place for us to show up and be part of what I think is going to be a cultural conversation.” – (Jennie Weber)
Investment Trends in Pickleball
Compared to major leagues like the NFL or NBA, investments in pickleball remain relatively low. However, experts see potential in this rapidly growing sport. Alex Brown, head of sport and entertainment at EssenceMediacom, explained that investing in pickleball offers a unique chance for marketers.
“They’re clearly expanding and growing. But as an investment opportunity right now, it’s still fairly niche.” – (Alex Brown)
By establishing themselves early in the pickleball landscape, brands hope to become recognized names in the sport, similar to how Rolex and Wilson are associated with tennis. This proactive approach may enable companies to capture a significant share of the market as pickleball continues to expand in popularity.
News in Brief: Pickleball Attracts Major Brands
In 2024, global spending on sports-related advertising reached $60.9 billion, with brands increasingly investing in niche sports like pickleball, driven by its rising popularity.
A survey found that 20% of millennials and Gen Z are interested in Major League Pickleball (MLP), prompting 22% of American marketing executives to plan advertising around it. Companies like Best Buy are eager to engage with this emerging market, viewing early investment in pickleball as a strategic opportunity for growth.
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