Matching Brands with Community
Pickleball Federation of the Americas serves its member countries by promoting pickleball growth and development throughout South America, Central America, the Caribbean, and North America. Our goal is to support inter-generational community engagement globally. Pickleball has the potential to revolutionize the way we play. By incorporating pickleball courts in schools, community centers, and parks across our neighbors, we can change our communities in a profound and positive way.
Our Brand Matching Program:
We aim to match brands with the pickleball community by sponsoring pickleball activities in community centers and parks. Sponsoring pickleball offers brands a chance to align with a sport that embodies inclusivity and intergenerational play. It is space and cost-effective and is the fastest growing sport in North America. By help build a sport that brings people of all ages and backgrounds together, brands can create lasting connections with their target audiences while promoting positive values and community engagement.
Why Pickleball?
There is rapid adoption of the sport across the Americas. Brands that are proactive can ride this wave and capture the growing audience of Pickleballers. Why is this trend crucial to understand and harness?
Space and Cost-Effectiveness: Pickleball requires less space than traditional sports like tennis or basketball, making it suitable for community centers and parks with limited area. The smaller court size allows for multiple pickleball courts to be set up within a single space, maximizing usage and engagement. Additionally, compared to other sports, the equipment needed for pickleball, such as paddles and balls, is relatively affordable, making it accessible to a broader demographic. We have successfully implemented a court tile drop or court mat roll where pickleball court are installed on existing space such as unused tennis courts and winter activity space.
Inclusivity: Pickleball fosters an inclusive environment where players of different ages, abilities, and fitness levels can participate together. This inclusivity aligns well with brands looking to promote diversity and equal opportunities. By sponsoring pickleball events, brands send a powerful message about diversity, inclusion and equity, supporting community unity and embracing individual differences.
Intergenerational Appeal: Pickleball's intergenerational appeal sets it apart from many other sports. Families can play together, with grandparents, parents, and children all enjoying the game simultaneously. This dynamic creates a unique bonding experience and can enhance brand perception by associating the brand with cherished family moments.
Low Barriers to Adoption: One of the most attractive features of pickleball is its ease of learning and playability. The rules are straightforward, and players can quickly pick up the basics. This simplicity attracts players of all ages and skill levels, from children as young as five years old to seniors well into their 80s.
Rapidly Expanding Sport: Pickleball has been experiencing a significant surge in popularity globally. With more people discovering and embracing the sport, sponsoring pickleball offers brands an opportunity to tap into a growing and engaged audience. By associating with a sport on the rise, brands can position themselves as forward-thinking and in touch with evolving interests.
Health and Wellness Promotion: Pickleball provides numerous health benefits, including cardiovascular exercise, improved hand-eye coordination, and enhanced balance. Sponsoring a sport that encourages physical activity and a healthier lifestyle aligns with brands that prioritize wellness and community well-being.
Local Community Engagement: Installing pickleball courts in community centers and local parks, is a valuable sponsorship opportunity for brands looking to engage with their local communities. Supporting pickleball events fosters positive brand recognition and goodwill among community members, strengthening brand loyalty.
Pickleball Growth in Canada
Pickleball Canada’s annual survey of more than 2,000 Canadian households on household participation in various sports, including pickleball, soccer, hockey, tennis and golf.
The survey, conducted in January 2023, asked each household questions regarding:
How often they play pickleball
Why they play pickleball
Where they play pickleball
The survey results illustrate the continuous growth and changing face of pickleball in Canada.
11% of Canadian households now report at least one household member plays pickleball at least once per month. By extrapolating the data, this indicates that more than 1.37 million individual Canadians now play pickleball at least once per month, with more than half playing four or more times per month. In January of 2022, it was estimated that there were just over 1 million Canadians playing pickleball.
While the results showed a modest increase in the participation of men over that twelve-month period, it showed almost a 50% increase in the number of Canadian women playing pickleball.
Pickleball remains popular among older adults, but the growth in numbers is coming from younger adults – particularly those aged 18 to 34.
While participation by university and other post-secondary graduates remains steady on Canadian pickleball courts, the survey results show a nearly 50% increase in participation among high school graduates, and nearly a 70% increase among those with less than a high school education. Although the survey did not explicitly ask the ages of household members playing pickleball, we can surmise that many of those new players hitting the pickleball courts are under the age of 18. This surmisal makes sense given the growing number of youth pickleball initiatives popping up nationwide in schools, sports clubs, and in summer camps.
Overall, Canadians say they are still playing pickleball because its fun, its social, and for its health and fitness benefits. Interestingly though, there was a significant increase in the number of Canadians playing pickleball for the competition within the game (27% in January 2023, compared to just 18% in January 2022). That growth in competitive spirit on the courts was all attributable to women, for whom there was a 170% increase in competition being a key driver for playing pickleball.
Given the growing number of tournaments each year (including those sanctioned by Pickleball Canada), this desire for competition is not a surprise to Canada’s national governing body for the sport.
The number of Canadians with a Pickleball Canada membership rose by 60% between the end of 2021 (28,000) and the end of 2022 (46,000), due in part to the strong affiliation model between local pickleball clubs, their provincial/territorial association, and the national organization.
The trends we see in the recent survey and in Canadian communities in all provinces and territories tell us that pickleball is truly taking its place in the mainstream of Canadian life, with many households fully integrating into their regular fitness activities.
Media Plan for A Brand Pilot
Objective: The media plan aims to promote the brand's sponsorship of building pickleball 10 courts in parks and community centers. By utilizing rubber tiles for easy shipping and assembly, and branding the courts, the brand seeks to enhance its visibility, connect with local communities, and position itself as a supporter of accessible and inclusive sports opportunities.
Step 1: Market Research and Identifying Target Communities
1.1. Conduct Market Research: Identify potential target communities that have a high interest in sports, recreational activities, and an existing or growing pickleball community.
1.2. Assess Local Infrastructure: Evaluate parks and community centers in these target areas to determine the feasibility and potential locations for installing pickleball courts.
1.3. Identify a launch-and-learn community cluster to pilot 10 courts.
Step 2: Establishing Local Partnerships
2.1. Collaborate with Parks and Recreation Departments: Reach out to local parks and recreation departments to discuss the idea of building pickleball courts in their facilities. Highlight the benefits of introducing an inclusive and cost-effective sport to their community.
2.2. Forge Sponsorship Agreements: Negotiate sponsorship agreements with relevant community partners to secure space for the courts in parks and community centers. Clearly outline the benefits of the sponsorship, including branding opportunities and mutual promotion.
Step 3: Designing the Courts and Branding
3.1. Customize Court Design: Work with a professional court designer to create customized pickleball court layouts that fit within a quarter of a standard tennis court's size. Ensure that the design adheres to the Pickleball Federation of the Americas standards and safety requirements.
3.2. Incorporate Branding: Strategically place the brand's logo and relevant messaging on the court surfaces. This will help create brand visibility during any matches and community events.
Step 4: Media Outreach and PR Campaign
4.1. Press Releases: Draft and distribute press releases to local media outlets, highlighting the brand's commitment to building pickleball courts in the community, and the positive impact it will have on local residents.
4.2. Media Interviews and Features: Arrange interviews with local newspapers, radio stations, and TV channels to share the brand's vision, the benefits of pickleball, and the importance of community engagement.
Step 5: Social Media and Digital Marketing
5.1. Social Media Campaigns: Launch targeted social media campaigns on platforms such as Facebook, Instagram, and Twitter to promote the brand's involvement in building pickleball courts. Use engaging visuals, videos, and testimonials from community members to create interest.
5.2. Local Influencers: Partner with local sports enthusiasts, pickleball players, and community influencers to share their experiences and excitement about the new courts.
Step 6: Community Engagement Events
6.1. Grand Opening Event: Organize a grand opening event for the new pickleball courts, inviting local residents, community leaders, and media representatives. The event should include demonstrations, mini-tournaments, and activities for all ages.
6.2. Pickleball Clinics and Workshops: Conduct introductory pickleball clinics and workshops to attract newcomers and encourage them to try the sport.
Step 7: Measure and Analyze Results of the Pilot Phase
7.1. Track Media Coverage: Monitor media outlets for mentions, interviews, and features related to the brand's sponsorship of the pickleball courts.
7.2. Social Media Metrics: Measure the engagement and reach of social media campaigns to assess the success of the online promotion.
7.3. Community Feedback: Gather feedback from community members, players, and local partners to understand the impact of the new pickleball courts and the brand's involvement.
7.4 Discuss phase two program expansion.
By implementing this media plan, the brand can effectively promote its sponsorship of building pickleball courts, connecting with local communities, and strengthening its image as a supporter of accessible and inclusive sports opportunities. Phase one positions the brand to learn how best to expand and maintain a relationship with this community.