UVA Pickleball’s Championship Win: Conor Burns and his University of Virginia pickleball team arrived in Atlanta for the national club championships last November with a singular focus: returning to Charlottesville with the top prize. However, during UVA’s successful three-day quest for the Dynamic Universal Pickleball Rating Collegiate National Championship, Burns’s focus shifted from merely securing a trophy to seizing a business opportunity.
“We noticed how the tournament was sponsored by some of the bigger names in pickleball. And that’s when it made sense. Like, ‘OK, let’s try to do something here.’” – (Burns)
At the time, Burns was the president of the club. Nine months later, he has a new role: head of sponsorships and partnerships.
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A Season of Sponsorships and Partnerships
As UVA prepares to defend its championship this fall, starting with tryouts at the end of the month, the club will be equipped with an array of sponsored products. This includes paddles from ProXR, shoes from Head, balls from Vulcan, socks from Thorlo, a ball machine from Lobster Sports, nets from Har-Tru, recovery products from Hyperice, hydration drinks from Roar, and energy drinks from Reign. This week, the club also secured a one-year apparel deal with Sergio Tacchini.
Burns, a student at the McIntire School of Commerce, acted on his hunch from Atlanta and assembled a five-member sponsorship team from the UVA pickleball roster. This team includes UVA Law student Nicholas Rushing, who handles legal and compliance aspects, and fourth-year student Scotland Reynolds, who manages public relations. Second-year students Alex Peskin and Vivianne Ngo also play key roles in the team.
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A Thriving Student-Run Enterprise
Currently, UVA’s pickleball club operates as a fully functioning, student-run business. “The group is super impressive,” said Sam Flaxman, a strategic adviser for Topnotch Management, the largest agency in the sport. Flaxman, who has been working with Burns and UVA since February, praised Burns’s skills:
“Conor himself, he’s a bulldog. He’s just a natural salesman, a special talent. He connects with people on a personal level and makes them feel comfortable in the conversation.” – (Sam Flaxman)
With Burns at the lead, UVA pickleball attributes its rapid success in attracting sponsorships to two key factors: a championship history and a robust roster. The 2023 national title solidified its position as the top club in the country, complemented by its large membership of over 700 individuals. Of these, 24 compete on the tournament team, with the rest in the general, social club. This combination makes the club highly attractive to brands, according to Burns.
“We have a larger tournament team than anybody else. Our demographic is very much in line with what these companies are looking for. We have the 18-31 demographic, which is exactly what these companies want to target. And they see the college space as just a whole new demographic and market for pickleball – apparel, paddles, everything.” – (Burns)
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Building Brand Partnerships and Future Plans
While the tournament team has primary access to the sponsored products, all club members use the Vulcan balls and can benefit from discounts on other branded items. Notably, UVA’s Pickleball association with Topnotch Management makes it the only college pickleball club in the country with agency representation. Flaxman’s role involves helping Burns and his team secure and negotiate sponsor deals.
Flaxman, a former tennis player at Wagner College in New York, highlighted UVA’s strong brand reputation as a major factor in attracting sponsorships.
“They have great brand recognition with the University of Virginia. It’s one of the best collegiate institutions in the country. It’s within a great power conference in the ACC. So that brand recognition is huge. Like, you can just tell people, ‘Hey, we’re the University of Virginia pickleball club.’ Boom. That already resonates with so many brands off the bat because it’s just a well-known, well-respected college.” – (Sam Flaxman)
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Burns noted that sponsor funding will fully support the club’s ambitious fall schedule, which includes trips to Ohio, Dallas, and Virginia Beach, with the national tournament starting on Nov. 1 in Dallas. For the reigning champions, the 2024 season is set to be another significant step in UVA pickleball’s growth. The club, founded just four years ago, is poised to continue its ascent.
“I really want to ensure that we’re capitalizing on this emerging space as clear market leaders. And I know there’s room for more brand deals down the line. Our team would never have imagined working with such recognizable brands and are grateful to engage with these companies that allow us to further the sport of pickleball and create further opportunity for collegiate pickleball players.” – (Burns)
News in Brief: UVA Pickleball’s Championship Win
The University of Virginia pickleball club, fresh off their national championship win, has transformed into a business venture. Conor Burns, the club’s former president, now heads sponsorships and partnerships. The team secured deals with major brands, including ProXR, Head, Vulcan, and Sergio Tacchini.
UVA’s pickleball program, with over 700 members and a large tournament team, has become a student-run business attracting significant sponsorships. The club’s fall season includes trips to Ohio, Dallas, and Virginia Beach, with the national tournament starting in Dallas on Nov. 1. The 2024 season promises further growth for the four-year-old program.
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