How Can Brands Tap On Pickleball Wave: Community First, Commerce Next

In a recent Pickle361’s conversations with brand owners, one thing became clear, many businesses have limited knowledge on how to get involved in a sport like pickleball that could make sense for their brand. 

Here are a few examples of how global brands took advantage of the rise of pickleball worldwide and Southeast Asia.

Image via cfongraphy

Showing up where Energy Lives, where Communities Connect, and where Culture is Shaped

We can learn from how global brands like Carvana, CBS, Red Bull, Nike, and Coca-cola have built their brand equity not by selling to people, but by playing with people. 

• Uber: Created custom pickleball paddles for employee engagement, fostering team spirit and promoting wellness.
• CBS: Broadcast pickleball matches, bringing the sport to a wider television audience and increasing its mainstream presence.
• Carvana: Serves as the title sponsor of the Professional Pickleball Association (PPA) Tour, leveraging the sport’s growing popularity to enhance brand visibility.
• Sandals & Beaches Resorts: Partnered with USA Pickleball to offer guests all-inclusive pickleball experiences, enhancing their resort activities lineup.
• FitVine Wine: Collaborated with pickleball organizations to promote their products to health-conscious consumers.

Community-First, Not Commerce-First

Here’s How B2C Brands Can Plug In Today.

1. Organize or Sponsor Tournaments

Think long-term brand leagues, mid-term tournaments make brands visible with time-internal purpose. You’re not just seen; you’re part of people’s personal milestones, learn from the likes of Daikin, Ambank, Alliance bank, many more in Malaysia's open tournaments sponsors.

2. Host Social Games or Clinics

“Play to Refresh” for stress relief, “Singles Smash” for dating, initiatives show that brand-hosted experiences can be both fun and memorable. Offer a few courts, music, hydration, and let the people play and social with purpose.

3. Participate in Pocket Events or Pickleball Conferences

Mini summits, community meetups, and hobbyist markets are popping up everywhere, for instant Pocket Pickle and Starhill. Your brand could have a presence, not with big booths, but with authentic engagement, a social purpose, not too serious.

Image via cfongraphy

4. Sponsor Local Players, Coaches, and Clubs

Just like Nike, Red Bull, Joola or Sypik back athletes before they go pro, brands can support pickleball clubs, coaches, junior players, or influencers who are active on social media like TikTok and Instagram. It builds long-term storytelling potential.

Partner with venues and instructors to offer branded activation like clinics, giveaways, or rewards. They are the trusted faces on the ground, your best brand ambassadors, of those many, Reskills Club has done a good job signing up Malaysia players.

5. Work with Media, Creators, & Publishers

Pickleball content is algorithm-friendly. From TikTok challenges to Instagram match highlights, content creators are hungry for stories, gear, and sponsorships. Partner early while they are smaller, develop long term relationships and collaboration.

Brands, Why Move Now?

Because it’s still early! Most of these verticals, leagues, events, coach partnerships, aren’t yet owned by any one brand. That means the first-mover advantage is real in your hand.

Don’t know where to start? Interested brands are welcome to collaborate with Pickle361. Let’s explore how your brand can rally with the fastest-growing sports community in Southeast Asia.

The cost is low: Compared to sponsoring major sports, pickleball is extremely affordable. You can sponsor a player, an event, or create social buzz for a fraction of traditional ad budgets.

Content travel: Every branded match moment gets picked up in social reels, Instagram posts. When you build the community, you don’t need to sell, the content does it for you.

Trust is earned over time: Build it now, and when you launch your product, service, or campaign, you’re already inside the circle, not knocking on the door.