Pickleball Sponsorship Surge: Pro pickleball is growing fast as it attracts big brand deals. After major sponsorships in 2023 and 2024, the sport is “open for business,” according to the United Pickleball Association (UPA). Companies across industries are now buying naming rights for leagues, tournaments, and even teams, hoping to reach new fans.
Pickleball’s Sponsorship Boom
The sport, which grew during the pandemic, is now a big target for marketers. Many brands, including Carvana and DoorDash, are signing large deals to sponsor pickleball events. The UPA, formed by the merger of Major League Pickleball (MLP) and the PPA Tour, said the sport brought in $25 million in sponsor revenue in 2024, up from $16 million in 2023.
“There’s clearly interest, as more and more non-endemic brands are coming into this space,” said Samin Odhwani, chief strategy officer at UPA. “Brands are trying to get creative. They’re trying to cut through in different ways, and [naming rights] is a really interesting [way] for them to do that in a sport in America, where, for all intents and purposes, American sports don’t really allow this.”
Carvana has been the PPA Tour’s title sponsor since 2022, and DoorDash recently became the title sponsor for MLP, signing the biggest deal in league history. Makena Berchem, senior brand manager at Carvana, said, “It’s created a really positive relationship between the two brands, because we both have this mutual success that’s so tied into one another’s.”
Teams and New Deals
Some MLP teams are now partly owned by brands. Anheuser-Busch owns the Atlanta Bouncers, Lotto is co-owner of the Brooklyn Aces, and Proton Sports controls the Phoenix Flames. Kerry Scalora, head of US sports marketing for Anheuser-Busch, said, “Our ultimate goal is to be synonymous with the sport, and our level of ownership unlocks unique opportunities…by thoroughly integrating our brands at every touchpoint.”
Odhwani said the UPA will remain selective about its sponsors to keep pickleball partnerships high quality. “I don’t want to exclude brands, but Formula 1 is cool because it’s cool brands,” he said. “That’s that line that you have to toe.”
Beyond Traditional Sponsorships
Brands are finding new ways to get involved. Some host branded pickleball experiences at events. Billboard and Smirnoff built a pickleball court at SXSW last year. Laura Gainor, CEO of Pickleball in the Sun, said branded courts are a new trend. Pickleball in the Sun recently partnered with PickleRoll to provide portable courts.
OS1st, a compression gear brand, has sponsored almost every major tour since 2021. Stephanie Lee, director of marketing, said, “We felt like having team merchandise and being a part of that was a really great way to leverage our specialty [product] model. And it’s just plain fun to be a part of teams when they’re starting.”
Even TV ads are picking up. Harrison Hess, head of sports media investment at Tatari, said some advertisers now request slots during national pickleball broadcasts.
Room to Grow
While sponsorships are booming, pickleball still has a small TV audience. The biggest broadcast so far was the 2024 PPA Mesa Arizona Cup, with 501,000 viewers. Gainor explained that pro pickleball is still young. Players like Ben Johns and Anna Leigh Waters are just starting full careers.
Berchem added, “We’re still kind of in the wild, wild West.” Gainor noted that the biggest opportunity right now is reaching casual players rather than viewers. “It’s incredible to see a brand like Anheuser-Busch supporting professional pickleball…but I think that there’s lots of options depending on what your goals and budgets are.”
News in Brief: Pickleball Sponsorship Surge
Pro pickleball is booming as brands like Carvana and DoorDash grab sponsorship deals. With $25 million earned from sponsors in 2024, UPA is welcoming more partners. Companies are buying naming rights, hosting events, and building pickleball courts, helping the fast-growing sport reach new fans and develop bigger professional opportunities.
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