2023 Nationals Dallas: Pickleball Business Forum #2

The Rapid Rise of Pickleball Media

Panelists at the 2023 Pickleball Business Forum discuss the explosive growth of pickleball and how media is fueling its popularity.

Pickleball, the fast-growing racquet sport that has been gaining popularity across the U.S., was the topic of a lively discussion at the 2023 Pickleball Business Forum held last week at the BiOFREEZE USA National Championships in Dallas, TX. A panel of experts from the world of pickleball media entitled, "The ever evolving pickleball media landscape," shared insights on the sport's phenomenal growth and the role that media platforms like print, digital, social media and television are playing in pickleball's rise.

Moderated by broadcaster Dave Fleming, the panel featured pickleball media trailblazers:

• Laura Vossberg Gainor, CEO of lifestyle brand Pickleball In The Sun
• Thomas Shields, founder of The Dink pickleball newsletter
• Bob Whyley, Head of Production at Tennis Channel
• Tennis Channel CEO Ken Solomon

Television Networks All In on Pickleball

A major announcement came right at the start of the panel, as Solomon revealed that Tennis Channel would be launching a 24/7 pickleball-focused TV network called Pickleball TV the very same day as the forum.

"We're going to have a 24-hour channel in tens of millions of homes," said Solomon. "We'll be in close to 80 million homes by the end of the year - that's extraordinary."

Solomon and Whyley emphasized that Tennis Channel is bringing decades of experience broadcasting tennis to produce compelling pickleball content. Whyley explained how they are capturing the speed and excitement of the sport by using creative camera angles and highlighting the action at the kitchen line.

"I told myself we're going to do the coverage completely different than tennis," said Whyley. "Most of the action happens at the kitchen - so I said let's do coverage from a camera floating at the kitchen. And some of the points we've captured have just been amazing."

Digital Media Sites Grow Alongside Sport

While television coverage brings pickleball into America's living rooms, niche digital outlets like The Dink are focused on engaging hardcore fans and growing the sport at the grassroots level.

Shields launched The Dink as a newsletter in 2019, but has since expanded into a whole network covering pickleball instruction, gear reviews, player profiles and more across multiple podcasts, websites and social media channels.

"When we started it was like, let's just cover the pros, let's just film the Johns brothers all the time," said Shields, referring to premier pro players Riley and Kane Johns. "Now it's evolved into something more comprehensive that can appeal to different segments within pickleball."

Shields noted that The Dink has moved beyond just showcasing pro tournaments and is finding new ways to highlight pickleball through storytelling. He emphasized the importance of creating content that engages the sport's recreational base.

"I think the broader segment is the casual player - it's the grassroots," he said. "So we've started to really lean into more instructional content and basics like 'What paddle should you buy?' and 'How do you set up a court in your backyard?'"

Harnessing Celebrity Power

Laura Vossberg Gainor has her finger on the pulse of pickleball's potential for crossover appeal. Her marketing agency Vossberg Gainor represents major brands eager to tap into the pickleball phenomenon.

Vossberg Gainor highlighted how big names like pop star Katy Perry and country singer Maren Morris are embracing the sport and bringing new eyeballs. She even secured pickleball icon Leonardo DiCaprio for an upcoming magazine cover story.

"All these celebrities are really helping grow the sport," said Vossberg Gainor. "It's all going to change, it's all going to shift - so let's all get together and do it all together on all media platforms."

Vossberg Gainor stressed that brands need to collaborate with those who intimately understand pickleball culture. Marketers can't just slap logos on pickleball content and expect it to connect.

"Make sure you're working with people who really understand the sport - because it's an authenticity thing," she advised.

Lessons from Tennis Channel

A driving theme was how pickleball can learn from Tennis Channel's rise. Solomon and Whyley described how they fought skeptics to establish tennis as a premier media property after launching Tennis Channel in 2003. Now they aim to recreate that success in the pickleball sphere.

"We all know this game has the ability to do that in a way that nothing in our lifetimes ever has," said Solomon with contagious enthusiasm. "It's the most compelling, addictive, inviting fun thing brought to media in a long time."

Whyley emphasized that rather than starting from zero, Tennis Channel is diving into pickleball coverage armed with decades of broadcasting experience. "We're not starting from scratch - we're starting with 20 years of experience of doing a product that people love," he stated.

Riding the Pickleball Wave

Above all, the panelists conveyed a sense of wonder at the sport's sudden rise and the lucrative opportunities it presents in the media landscape.

Solomon declared that pickleball's explosive growth is "a green field" and "a Wonka bar" that everyone in the room could enjoy. Shields pitched his luxury pickleball event at Richard Branson's private island. And Gainor shared that "everyone is just eager to learn about the sport."

Their awe reflects the thrill that so many pickleball fans and entrepreneurs feel watching their niche passion go mainstream virtually overnight. As the sport rockets to popularity, its expanding media presence in turn serves to share pickleball with an ever-wider audience hungry for that infectious adrenaline rush the panelists know and love.

Pickleball media has gone from barely existing to launching 24/7 TV channels in just a few years. If the trends shared at the Pickleball Business Forum are any gauge, this is only the beginning of a media phenomenon set to rival tennis, golf and beyond. The pickleball wave is going strong, and its diverse array of media providers are primed to ride it for years to come.