Sport is Media: Lessons Malaysia Can Learn from Vietnam’s Pickleball Success

As pickleball takes root across Southeast Asia, Malaysia is emerging as one of the sport’s most enthusiastic hubs. 

With private investments driving the development of high-end courts and a fast-growing tournament scene, the energy is undeniable. 

Sport is Media, Tournament is a Show

In a recent conversation between Andrew Lee (Founder of Pickle361) and Dylan Damsma (Founder of Baseline), one key theme emerged: Malaysia's tournament scene still has room to grow when it comes to event execution, media integration, and sponsor appeal.

Dylan, who splits his time between Vietnam and Malaysia, brought an outsider's perspective rooted in firsthand experience. 

In Vietnam, Baseline runs an average of 45 tournaments per month, each one blending gameplay with strong media activation and sponsor visibility. 

Professional live streaming, media / PR efforts and even TV participation are not uncommon.

It’s not just about the games,” Dylan shared. “It’s about the show.”

Malaysia, on the other hand, often lacks coordinated showmanship. Finals are scheduled without much fanfare. Prize ceremonies happen informally and sometimes feel like a forgotten side-event. Media coverage is mostly an afterthought, lucky if it happens.

"Back when I ran mass-participation major events," Andrew added, "I would dedicate 20% of the entire budget just to marketing. That investment turns an event into an experience - and creates content sponsors actually want for the investment they were doubling down."

So what's missing?

Key Lessons Malaysia Can Learn from Vietnam

Plan for the Show, Not Just the Game

• Sport is a media business and to grow the sport, sponsors & stakeholders need to see ROI to keep entertaining sponsorship requests. Work on media, community & creating something special.
• Vietnam understands the power of making the finals and the prize ceremonies a special moment, a show. After parties, gala’s and live draw events for the media are common events.
• From teasers to highlight reels, every part of the event should build excitement. In Vietnam, top Pickleball tournaments are treated like a show, with a clear storyline that starts before the tournament and keeps fans engaged even after the finals. 
• Malaysia can do the same to turn matches into must-watch moments.

Involve Media from the Start to Improve the Exposures ROI

• Too many pickleball tournaments treat the media like an afterthought. 
• In Vietnam, the press is involved from planning to prize-giving. 
• That results in real exposure - not just for the event, but for its sponsors and players. 
• Pre-event PR, onsite media coordination, highlight clips, and player interviews are all expected deliverables. 
• This amplifies value and gives sponsors clear returns.

Build Tournament IPs Over Time

• A one-off event may be fun, but branded, consistent series build equity and anticipation.
• Vietnam doesn’t just host events - they build brands. Think D-Joy, which is widely known even in the USA.
• Series like the Kingtek Tournaments & Sypik Masters are not one-offs; they’re annual fixtures with consistent styling, naming, and storylines. 
• Malaysia has an opportunity to create iconic, recurring tournaments that players and fans look forward to each year. 
• Think of it like building your own "Wimbledon" of pickleball.

Make Space for Juniors

• Junior participation and grass-roots sports developments is essential.
• This not only inspires young pickleball players, but brings families, schools, and community networks into the event. 
• It also future-proofs the sport’s growth by nurturing the next generation.

If Malaysia wants to compete on a regional and global stage, it must level up its tournament presentation. 

"We’re seeing the momentum," Andrew said. "But we need organizers to realize that good media & marketing plan attracts good sponsors, it is non-negotiable in today’s sports industry if you were to build a long term brand."

And as Dylan and Andrew agree, it's not a matter of capability - it's simply a matter of intent. That said, there’s definitely good things about Malaysia’s tournament scene too, for example its structure and aim for fairness.

Pickle361 has prepared a simple deck for brands and pickleball organizers, to download the slides - How to Use Sport as Media to Attract Bigger Ticket Sponsorships & Build Your IP Empire, send in your inquiry here to get the checklist and state "I'd like to receive sports as media guide".