Smashing Success: Pickleball’s Explosive Growth and What it Means for the Sports Industry

By Nic DeMichele, MBA

Pickleball’s rapid rise is not just about higher salaries for its professional players; it’s about the real, tangible opportunities that are unfolding for athletes and brands alike. As the sport continues to gain traction, pro pickleball players are capitalizing on the growing popularity, earning an average salary of $260,000 in 2024—more than many athletes in well-established women’s sports leagues like the WNBA (Women's National Basketball Association) and National Women's Soccer League (NWSL) . But the real financial potential lies in the sponsorship deals and brand partnerships that are emerging alongside this growth.

For professional pickleball players, this development is a game-changer. As the sport garners increasing fan interest and media attention, athletes are well-positioned to attract lucrative sponsorships. With the unified structure of the United Pickleball Association (UPA) creating efficiencies and cross-promotion across the PPA Tour and Major League Pickleball (MLP), players are gaining more exposure to sponsors. In 2024, UPA saw a 50% increase in sponsorship revenue, and the potential for endorsement deals is stronger than ever. The market for pickleball sponsorships is ripe for expansion, with brands eager to align with a sport that’s still in its early stages but growing rapidly, offering a chance for companies to secure long-term relationships with athletes and the sport itself.

For brands, the time to get involved is now. Investing in pickleball players at this stage offers an immense opportunity for return on investment (ROI) as the sport continues to gain mainstream attention. With more than a billion minutes of pickleball content consumed in 2024 and a 40% increase in event attendance, companies can sponsor athletes who are not only shaping the future of the sport but also benefiting from a growing fan base that is eager to support the game. The momentum surrounding pickleball presents a unique chance for brands to establish themselves early in a sport that is still in its infancy, potentially reaping the rewards as the sport’s popularity grows exponentially in the coming years.

Actionable Steps for Maximizing Opportunities:

1. Leverage Data-Driven Insights: Understanding audience behavior and engagement patterns is crucial for identifying the right athletes to sponsor. By analyzing social media performance, fan demographics, and content interaction, brands can ensure they’re aligning with athletes who resonate with their target markets. This data can be pivotal in selecting the right personalities to represent the brand, optimizing sponsorship deals, and enhancing overall ROI.
2. Embrace Cross-Promotion: With pickleball’s unified structure creating cross-promotional opportunities, brands can benefit by looking beyond traditional sponsorships. By supporting both individual players and team-based formats, companies can broaden their exposure and strengthen their association with the sport. Sponsorships that support both the athletes and the league can maximize visibility and audience engagement.
3. Expand Media Partnerships: As pickleball’s media presence grows across major platforms, there are opportunities for brands to tap into these broadcast partnerships. Engaging with content that reaches millions of viewers opens the door for strategic partnerships with media outlets. Brands can gain exposure through broadcast sponsorships, digital content, and advertising during events, especially as the sport continues to grow.
4. Focus on Brand-Athlete Fit: Identifying athletes whose personal brands align with a company’s values and goals is essential. Whether it's an athlete’s youth appeal, passion for the sport, or community engagement, these factors can deepen fan connection and strengthen a brand’s authenticity. Crafting personalized endorsement deals based on the athlete’s unique attributes can build more meaningful relationships with consumers.
5. Monitor Trends and Adapt: The success of pickleball shows that emerging sports can break through in crowded markets. Brands should stay agile and be ready to capitalize on new trends early, whether it’s a rising sport or shifting fan preferences. Staying ahead of the curve with strategic investments in new sports can yield substantial long-term rewards as these sports build momentum.

This development serves as a powerful indicator for other sports and their leagues. Even in a landscape dominated by football, baseball, basketball, soccer, hockey, and golf—sports that command massive fan attention—pickleball’s rise shows there is always room for new players to carve out a significant following. The success of pickleball highlights that with the right strategy, a sport can emerge from niche beginnings into a mainstream phenomenon, attracting not only fans but also sponsorships, media rights deals, and athletes seeking financial success.

As we look to the future, the lesson from pickleball is clear: the sports industry is dynamic, and there are endless possibilities for new sports to thrive, even in a crowded market. This trend will likely inspire other emerging sports to rethink their business models and seek creative ways to build audiences, capitalize on emerging trends, and position themselves for success in an ever-evolving sports landscape.

Source: CNBC