How marketers and brands are navigating Pickleball’s increasing popularity

In recent years, pickleball has gained wide popularity among all age groups, becoming one of the most popular recreational activities in the country. Many brands, spanning from startups to major ones, have observed this surge in interest.

One of the brands is the online dating platform, Match Group, the parent company of Tinder, Hinge, OkCupid, Plenty of Fish and Match. Match Group conducted surveys across its brands to ascertain emerging trends and insights regarding user interests and hobbies. One of the standout interests for 2023 is pickleball and paddle sports, according to Kayla Whaling, a spokesperson for Match Group.

“Users tell us they are looking for ways to connect and meet others with similar interests and hobbies. Whether it’s playing pickleball or sharing an interest in art or museums, users who share their interests and hobbies are going to have a better and more fun experience and they have a higher chance of going on more dates,” said Whaling. 

Pickleball has increased in popularity among Match Group users over the past few years. Tinder, Hinge, Plenty of Fish, and OkCupid users have cited pickleball in their prompts and bios over 300% since the onset of 2023. Pickleball is a top interest for users in 2024 after listing it as their first interest, according to Whaling.

Marketers pointed out that individuals are actively seeking guidance to improve their game or are showing interest in athleisure fashion. They noted that TikTok, Instagram, and X are popular platforms where people go for Pickleball content, showcasing a variety of available content.

SponsorUnited, a sports and entertainment intelligence platform, revealed that 150 brands partnered with pickleball entities between April 2022 and April 2023. With 17 sponsors supporting Major League Pickleball (MLP), the organization’s sponsorship has increased fourfold since its formation in 2021.

Pickleball apparel brand, J. Pritchard, founded by Steve and Darren Gable, asserts that the sport’s rising popularity presents a unique opportunity. From the outset, the two recognized that a crucial element of their influencer strategy would involve offering limited-edition, numbered founders hats exclusively to influential individuals who epitomize the spirit of “Play Proper.” These hats are selectively provided on a referral basis to esteemed targets such as tech CEOs, brand founders, and celebrity investors in the realm of pickleball.

“From a product perspective, we are organically seeding items like our leggings, crew neck knits, and pickleball skirts to aspirational girls and guys in the content creator sphere,” said Steve Gable. “Feedback has been overwhelmingly positive – people are really impressed with the quality, which we love to hear.”

Despite utilizing social media, J. Pritchard is not solely reliant on social media, nor do they focus on a single channel alone. However, they remain open to a variety of marketing methods, including experiential marketing, out-of-home advertising, and word-of-mouth. They remain steadfast in their belief that heritage lifestyle brands will go beyond the typical direct-to-consumer “insta-brand” model prevalent in the 2010s.

“Social will certainly be a huge part of our strategy as well, but organic community and authentic celebrity and influencer seeding is our priority at the moment,” said Darren Gable.

Co-founder and managing partner of RacquetX, an event with nine major racquet and paddle games, Robyn Duda, highlights the growing importance of promoting a healthy and active lifestyle across generations. A growing number of younger people are exploring sports like pickleball on social media platforms like TikTok. Furthermore, Duba suggested that social media users are increasingly consuming wellness-focused content, indicating the popularity of this pursuit among all types of users.

“I’ve noticed there is anyone from your everyday players to folks who are looking at the athleisure side of fashion, the looks that are happening through your pro players who are influencers on giving tips and tricks,” said Duba. “I don’t think that the new entrants on the influencer or social media front are going to slow down anytime soon on any of the racket sports.”

Marketers suggest that Pickleball offers accessibility as well as being widely relatable to people of all ages and skill levels. In addition, the dynamic nature of the sport makes it easy to create engaging content, such as instructional videos. Pickleball enthusiasts can also share their experiences online as a result of the tight-knit community.

“I anticipate a surge in the popularity of sporting events and influencers in the near future. Social media has transformed how fans consume information and engage with sport,” said Regina Tsvyrova, Chief Operating Officer at HypeFactory. “Engaging content, social media, and influencers bring fans closer to the action, blurring the lines between the sports world and their everyday lives.”