Pickleball picks up pace; will brands come out to play?

Pickleball has emerged as one of India's fastest-growing recreational sports, yet advertisers remain hesitant to fully embrace it. While the sport’s popularity has surged over the past year, with an estimated 60,000 active players by the end of 2024, its marketability and sponsorship potential remain under scrutiny. Unlike cricket or football, pickleball lacks the extensive infrastructure and established franchise model that typically attract major brand investments.

Pickleball World Rankings (PWR), the global body driving the sport’s professional ecosystem, has rapidly expanded its footprint through high-stakes tournaments and an international ranking system. Backed by The Times Group—India’s largest media conglomerate and the anchor investor—PWR launched the PWR World Series and World Tour to unify and elevate the sport on a global stage. In October 2024, India hosted its first large-scale pickleball tournament, the PWR DUPR India Masters, at New Delhi’s RK Khanna Tennis Stadium, with 750 players competing for a $50,000 prize. Vineet Jain, Managing Director of the Times Group, envisions pickleball surpassing tennis in participation within the next five to seven years.

Industry experts acknowledge pickleball’s rapid rise, particularly among urban fitness enthusiasts and within club-based setups. However, Aruni Panda, Senior Vice President, Digital, Carat India, notes that the sport is still in its infancy, making it challenging for advertisers to justify large-scale investments. "Pickleball is not gaining traction as it is still relatively new, having emerged around six months to a year ago. Additionally, it remains an exclusive sport, primarily accessible through clubs and limited-entry venues," Panda said.

Satya Prabhakar, CEO of Promanage, echoes this sentiment, suggesting that while some brands have partnered with pickleball leagues, the sport has yet to establish a significant consumer base. Without a broad audience, advertisers are reluctant to allocate substantial budgets toward sponsorships or campaigns.

One of the primary hurdles pickleball faces in securing brand partnerships is the lack of a robust franchise system. Dr. Amol Patil, Adjunct Professor at K J Somaiya Institute of Management, explains, "Until pickleball establishes a unified, professional league system, its sponsorship potential will remain constrained." He further adds that the absence of an IPL- or NBA-style franchise model significantly limits brand involvement, as structured leagues provide predictable exposure and regional fan bases—key factors in attracting major advertisers.

However, some experts argue that pickleball’s sponsorship appeal is not entirely dependent on franchises. Dhruv Verma, Founder and CEO of Thriwe, highlights the growing interest in pickleball worldwide. "While traditional sports like golf, cricket, and tennis dominate sponsorship spending, emerging sports like pickleball are proving to be highly engaging across demographics. India's first franchise-based pickleball league, the World Pickleball League (WPBL), has already secured major sponsorships from both corporates and celebrities," Verma noted.

Despite limited mainstream investment, initiatives like Radio City’s recent partnership with WPBL indicate growing media interest in the sport. The radio network became WPBL’s official partner for the 2025 season, providing extensive coverage through commentary, contests, and exclusive interviews. CEO Ashit Kukian emphasised the strategic importance of this collaboration, stating, "Pickleball is rapidly gaining traction in India, and through this connection, we aimed to create greater awareness and excitement around the sport."

The presence of sports icons like Sunil and Rohan Gavaskar as co-owners of the Dilli Dillwale franchise in WPBL further boosts the sport’s credibility. Their involvement signals potential long-term growth, as the team features an international lineup of decorated athletes, positioning pickleball as a global sporting contender.

While pickleball’s trajectory resembles that of other rising sports like kabaddi and esports, its commercial success will depend on its ability to establish a structured league ecosystem. Ajit Veerappan, Founder & CEO of ABI Health, is optimistic about the sport’s potential. "Pickleball is being built with digital savviness and a deep understanding of modern sports engagement habits, giving it a significant edge. With the right infrastructure and marketing strategies, it can scale faster than traditional sports."

For advertisers, the challenge lies in whether pickleball can translate its growing player base into a commercially viable audience. If media coverage, corporate backing, and celebrity involvement continue to increase, the sport may soon evolve from a niche pastime into a mainstream sponsorship opportunity. Until then, brands will likely remain watchful, waiting for the right moment to step onto the court.