Pickleball Tournament Surge: Marketing's Next Big Opportunity

What if someone approached you in 2013 with a prime marketing activation in IPL? Well, an opportunity of the same scale is staring sports marketers in the face with pickleball in India right now.  

What started as a weekend hobby has transformed into a celebrity-backed, franchise-powered sports phenomenon. Bollywood heavyweight Karan Johar has thrown his weight behind the sport as brand ambassador, while tournaments with multiple city-based team franchises boast owners like Southern star Samantha Ruth Prabhu and Bollywood power couple Riteish and Genelia Deshmukh. When A-list celebrities start writing checks, they're betting on something they believe will be massive. 

For health-focused millennials and Gen Z, pickleball hits all the right notes: it's accessible, social, and highly shareable on Instagram. While tennis or badminton can feel daunting to beginners, pickleball's gentler learning curve makes it ideal for busy urban professionals who want both fitness and networking rolled into one activity.  

The real question facing marketers isn't if pickleball will become India's next big sponsorship opportunity—it's whether they'll position themselves early enough to ride the wave. 

The Rise of Pickleball in India 

Pickleball’s appeal lies in its simplicity and social nature. Unlike more physically demanding sports, pickleball provides a low-impact workout, ideal for older adults and those seeking a fun yet manageable fitness activity. 

This easy accessibility has fueled rapid adoption in India’s most dynamic urban areas. Elite private clubs, luxury residences, five-star hotels, and upscale residential complexes have embraced the sport, adding dedicated pickleball courts to their portfolio of amenities. As a result, the sport is increasingly integrated into premium lifestyle experiences, elevating its prestige and reach. 

In cities such as Mumbai, Bengaluru, Delhi, and Hyderabad, courts are mushrooming at an impressive rate, and tournaments are drawing thousands of players. The numbers back up this trend—the All India Pickleball Association (AIPA) projects the sport will have over 1 million active players nationally by 2028, showing just how fast and steadily the sport is growing. 

How Brands are Harnessing Pickleball’s popularity 

Skechers: Official Kit Sponsor and Performance Innovator

Skechers signed a five-year deal as the official kit sponsor for the All India Pickleball Association (AIPA). The collaboration launched Skechers’ "Viper Court" collection—footwear and apparel engineered specifically to meet pickleball’s unique demands: quick lateral movements, sudden pivots, and sustained comfort on court. 

This was a carefully crafted line designed to resonate with pickleball’s rapidly growing community—from cautious beginners to competitive athletes—making Skechers a symbol of quality and reliability across skill levels.  

Skechers’ wide retail and digital presence ensures that enthusiasts don’t just see the brand on court—they can easily buy into the lifestyle through accessible channels nationwide.  

PNG Jewellers: Connecting Tradition with a Growing Sport 

PNG Jewellers has partnered with the World Pickleball League (WPL) in a multi-year deal, becoming a key brand supporter of India’s first franchise-based pickleball league. This partnership allows PNG Jewellers to engage with pickleball’s rapidly growing and diverse audience, especially younger and women players, who form a large part of the sport’s fan base. 

Their marketing efforts include on-ground activations during the league, outdoor promotions, and active social media campaigns that build emotional connections with fans and players. This helps PNG strengthen its appeal among trend-conscious consumers while supporting the empowerment of women, an important focus for the brand.  

Terra Invest & Hyde Park Entertainment: International Investment Meets Sports Entertainment 

Terra Invest, an international investment firm, partnered with Ashok Amritraj's Hyde Park Entertainment Group to acquire the Delhi franchise in the World Pickleball League (WPBL) through Smashers Sports. This partnership brings together global real estate investment expertise with entertainment industry knowledge to build a sustainable sports franchise. 

What sets this partnership apart is the combination of international capital with local entertainment industry connections. Terra Invest's real estate investment background provides the financial foundation, while Hyde Park Entertainment's experience in content creation and sports entertainment helps build fan engagement and brand value in India's emerging pickleball market. 

Picklebay: Enabling Infrastructure Development Across India 

Picklebay has positioned itself as a comprehensive partner for real estate developers, schools, hotels, and institutions looking to integrate pickleball facilities. They provide end-to-end services from court design to implementation, ensuring facilities meet global benchmarks while being suitable for Indian conditions. 

What makes Picklebay unique is their focus on making pickleball accessible across different real estate segments - from residential societies to commercial developments. Their approach targets the growing demand for wellness amenities in Indian real estate projects, positioning pickleball courts as premium lifestyle additions that can increase property values and resident satisfaction. 

Reign Storm Energy 

Reign Storm entered the pickleball scene by diving deep into community engagement, partnering with grassroots events alongside major tournaments. Launched in March 2023, they've sponsored 19 PPA events, 12 APP events, 30 community events, and the iconic Desert Smash, positioning themselves as "part of the pickleball movement" rather than just another sponsor. 

What sets Reign Storm apart is their 360-degree approach to community building. They focus on fueling everyone from pro athletes like Tyson McGuffin and Jill Braverman to content creators filming tournaments and casual weekend players at local clubs. Their strategy is simple: grow with the sport from the ground up, making their branded courts and energy drinks essential parts of the pickleball experience. 

Global Sports & Karan Johar Partnership (Indian Open League) 

Global Sports partnered with Bollywood filmmaker Karan Johar as brand ambassador for the Indian Open 2025, positioning pickleball as "a game of inclusion, fun, and passion" that aligns with Johar's entertainment industry influence. 

What sets this partnership apart is its Bollywood glamour approach to sports marketing. With a prize pool of USD 125,000 and celebrity ownership of city-based teams, they're creating India's answer to IPL-style franchise sports entertainment, using Johar's star power to attract mainstream audiences to pickleball. 

Mandira Bedi & All India Pickleball Association (AIPA) 

The All India Pickleball Association appointed Mandira Bedi as the official brand ambassador for pickleball in India, leveraging her multi-faceted career as an actress, cricket anchor, author, and fitness enthusiast. Bedi actively participated in the 19+ mixed doubles intermediate category at the World Pickleball Championship Series at the Cricket Club of India, Mumbai. 

What sets this partnership apart is its focus on authentic participation rather than just endorsement. Bedi stated "I have been passionate about pickleball since a while, and now the association has grown stronger," and the partnership specifically aims to promote women's participation in pickleball, with Bedi serving as a role model for female players entering the sport. 

Bingo! (ITC Foods) & AIPA Partnership 

Bingo! announced a five-year partnership with the All India Pickleball Association to promote pickleball in India, beginning with the Bingo! World Pickleball Championship (WPC). The championship launch featured celebrity guests Mandira Bedi and Nyra Banerjee alongside ITC Foods VP and AIPA president. 

What sets this partnership apart is the fusion of snacking culture with sports entertainment - positioning Bingo! as the perfect courtside companion for pickleball players. This represents a unique approach where a food brand becomes integral to the sport's social experience, recognizing that pickleball's appeal lies in its combination of competition and casual fun. 

Dove x WPBL: Targeting Male Audiences 

Dove Men+Care signed a sponsorship deal with the World Pickleball League, targeting the sport's growing male audience in India. The partnership connects the grooming brand with active men who play pickleball regularly. 

The collaboration makes sense because pickleball attracts health-conscious players across different age groups. Dove can reach these customers directly through league events and broadcasts. The brand gets visibility among men who care about fitness and personal care. 

This partnership helps Dove establish itself in the sports market while pickleball continues to grow in Indian cities. 

Bollywood and Celebrity Influence: Bringing Glamour and Growth to Pickleball 

Popular celebrities like Janhvi Kapoor, Samantha Ruth Prabhu, Sanya Malhotra, and Riteish-Genelia Deshmukh are active participants and investors in Indian pickleball. 

For example, Samantha Ruth Prabhu owns the Chennai franchise in the World Pickleball League (WPL), signaling strong celebrity faith in the sport’s commercial potential. Filmmaker Karan Johar’s role as brand ambassador of major leagues like the Indian Open adds weight to the sport’s growing legitimacy and excitement. 

Celebrity-owned teams such as Pune United, backed by Riteish and Genelia Deshmukh, further popularize the sport, attracting media attention and new fans from lifestyle and entertainment circles. These celebrities bring star power that drives audience growth, brand partnerships, and media coverage far beyond traditional sports fans. 

Key Takeaways for Sports Marketers

 

1. Reach a Broad Demographic: Pickleball’s easy accessibility draws players from kids to seniors, offering marketers access to diverse audience segments that traditional sports often miss. 

2. Team Ownership as Brand Platform: Marketers can own or sponsor professional pickleball teams, creating year-round marketing vehicles that generate consistent brand exposure through team branding, player endorsements, merchandise sales, and exclusive fan engagement opportunities  

3. Community and Social Engagement: The sport’s social nature fosters strong community bonds. Brands can create activations around social gatherings, events, and streaming content to build loyalty and engagement. 

4. Celebrity and Influencer Power: Bollywood and sports personalities’ involvement in pickleball boosts credibility and excitement, opening doors for co-branded campaigns and influencer marketing. 

5. Innovate Across Platforms: From live event sponsorships to digital campaigns streaming tournaments and behind-the-scenes content, pickleball marketing can span multiple touchpoints, increasing reach and frequency. 

6. Capitalize on Lifestyle: As pickleball expands into lifestyle culture — from pickleball dates to fitness routines — brands positioned around wellness, leisure, and socializing stand to gain the most. 

7. Invest in Emerging Markets: India’s rapidly growing pickleball infrastructure and community presents a fertile ground for early investment in courts, training facilities, leagues, and equipment, maximizing returns. 

Conclusion 

The surge of professional leagues like the World Pickleball League, coupled with celebrity endorsements and corporate investments, has transformed pickleball into a potent marketing platform. As pickleball courts continue to sprout in metropolitan and tier-2 cities alike, and player participation soars, the opportunities for engagement—from grassroots activations to national league sponsorships—are immense. For marketers seeking the next big play in Indian sports, pickleball’s remarkable ascent is not just an opportunity; it’s a game-changer. 

To start tapping into this vibrant scene, platforms like Zupotsu provide cutting-edge tools for marketers to engage sports fans and communities effectively, making pickleball marketing initiatives smarter and more impactful.