Beyond the Court: How CelcomDigi and May Ling Are Powering Pickleball’s Rise in Malaysia

Arena CelcomDigi is redefining what sports sponsorship means and pickleball is at the heart of its movement.

Pickleball may be new to Malaysia, but it’s already winning hearts across generations from curious juniors to seasoned athletes who still want to compete at the highest level. At the center of this growth story is CelcomDigi, one of Malaysia’s biggest telco brands, which has chosen to back the sport through its Arena CelcomDigi platform.

And unlike traditional sponsorships that often stop at banners and logo placements, CelcomDigi is taking a people-first approach betting on inclusivity, accessibility, and the power of storytelling to build something far more enduring.

We spoke with Chan May Ling, Head of Brand & Marketing Services at CelcomDigi, who is leading the charge in reimagining what meaningful sponsorship looks like.

Why CelcomDigi Chose Pickleball

For CelcomDigi, supporting pickleball wasn’t just a sponsorship decision it was a strategic cultural investment.

“Pickleball has a very wide range of players. Juniors can start at a young age, and senior pros can still compete at the highest level. That inclusivity is powerful,” May Ling explained.

She added that the decision ties directly to CelcomDigi’s identity:

“As a brand with the widest coverage nationwide, we want to support not only our customers, but Malaysians in general when it comes to connectivity. Pickleball gives us a way to be part of their journey to be present in the communities where they play and grow.”

This philosophy is already evident. From backing grassroots tournaments to supporting the ESM Pro Player Team, CelcomDigi is making sure pickleball athletes in Malaysia have the resources to compete on both local and international stages.

More Than Logos: Sponsorship With Soul

In an industry where brand sponsorships often feel transactional, CelcomDigi is pushing for a new model, one rooted in purpose.

“A meaningful sponsorship is about people. It’s about the spirit behind the win,” said May Ling. “Logo placements are just standard. What we want to do is find talent, help them on their journey, and build stories that inspire.”

The company’s first Street Pickleball Cup at Hari Belia 2025 is a prime example. Instead of just showing up as a brand partner, CelcomDigi created an open platform where young Malaysians could experience pickleball for the first time. Some players even discovered natural skill on the spot, a glimpse into the untapped potential of the sport.

This is what May Ling calls “sponsorship with soul.”

Breaking Barriers, Building Communities

Pickleball is fun, fast, and incredibly social but access and affordability are still challenges in many Malaysian communities. CelcomDigi believes it has a responsibility to help close that gap.

“Malaysia is diverse, and not everyone has equal access to new sports. Our role is to make pickleball more accessible and affordable, to bring it to more communities, and to inspire people to take part,” said May Ling.

Accessibility also extends beyond the courts. By creating content around pickleball athletes, amplifying their journeys, and telling stories that resonate with everyday Malaysians, CelcomDigi is shaping pickleball not just as a sport but as a movement of inclusivity and connection.

What Makes a Winning Pitch?

With the rapid rise of pickleball, sponsorship proposals are becoming more common. So, what does CelcomDigi actually look for?

“Tell us how we can help the community. Tell us how we can help talent,” May Ling shared. “We’re not just here to be a title sponsor. We want to form relationships, discover athletes, and be the inspiration platform that helps them go further.”

It’s not about the logo on the banner, it’s about the impact behind it.

A Long-Term Vision for Pickleball

CelcomDigi’s entry into pickleball isn’t a short-term brand activation. It’s a long-term cultural commitment.

“Anything we do as a brand, we do for the long term. We hope to build communities, find champions, and help athletes grow their careers. It’s not just sponsorship, it’s about building futures,” May Ling emphasised.

And with Arena CelcomDigi continuously rolling out events and programs across Malaysia, pickleball is poised to reach more players, more communities, and more stories waiting to be told.

What’s Next for Arena CelcomDigi?

If you want to witness where this movement is heading, the action is already underway.

“We have amazing events every weekend so stay tuned to Arena CelcomDigi on Facebook. There’s so much more to come,” May Ling shared with a smile.

From grassroots talent to pro-level athletes, CelcomDigi is proving that sports sponsorship can be about so much more than visibility it can be about vision.

About Arena CelcomDigi

Arena CelcomDigi is the telco’s sports engagement platform, designed to support grassroots and emerging sports across Malaysia. From pickleball to sepak takraw and netball, the initiative empowers communities, nurtures athletes, and fosters inclusivity in sport nationwide.