Event Marketer Spring 2023 - 16

BEST PRACTICES
The sport of pickleball is growing, and its laid-back, casual vibe
continues to entice players and sponsors to grow with it, too.
IN FULL SWING
The sport of pickleball is booming, and so are the sponsorship opportunities
CHANCES ARE, you've heard pickleball
brought up in conversation more than
once over the last couple of years. The
quirky game, often described as a blend
of tennis, Ping-Pong and badminton,
is America's fastest-growing sport. It
expanded by nearly 40 percent between
2019 and 2021 and now boasts 4.8 million
active " picklers " in the U.S., according to
the Sports & Fitness Industry Association.
Consumers' interest in the sport is
booming-and that translates to big-time
sponsorship opportunities for brands who
take the time to understand who the fans
are and how to speak to them authentically.
So we tapped two brands that jumped
on sponsorships early to find out what
they've learned. Consider the following
16
EVENT MARKETER SPRING 2023
insights your pickleball primer.
THE EARLY BIRDS
Carvana was quick to the draw when it
came to inking a title sponsorship deal
with the Professional Pickleball Association
(PPA) ahead of the 2023 season, and
will be activating during the tour's roughly
25 events. The brand recognized several
advantages to getting in early.
" There are a lot of opportunities
and a lot of benefits to joining a sport
early on, " says Makena Berchem, brand
manager-partnerships at Carvana. " What's
unique about pickleball is it's growing at
an enormously fast rate, but because there
still aren't a ton of sponsors activating,
we're really able to learn from and listen
and communicate with the pros, the community,
the fans. It's a tightknit community,
and we're able to listen to them and
deliver whatever it is that's going to amplify
the sport and amplify their experience. "
For non-alcoholic beer brand Best
Day, which has been in business less than
two years, jumping on an official PPA
sponsorship early was an impactful way
to generate awareness of its products
among an audience that aligns well with
the brand.
" When you have that first-mover
advantage, when you can tell that story
around that [non-alcoholic beverage]
usage occasion and added value proposition
of why we belong here, and you support
the scene and the space in the right
way, I firmly believe consumers begin to
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Event Marketer Spring 2023

Table of Contents for the Digital Edition of Event Marketer Spring 2023

Event Marketer Spring 2023 - 1
Event Marketer Spring 2023 - 2
Event Marketer Spring 2023 - 3
Event Marketer Spring 2023 - 4
Event Marketer Spring 2023 - 5
Event Marketer Spring 2023 - 6
Event Marketer Spring 2023 - 7
Event Marketer Spring 2023 - 8
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Event Marketer Spring 2023 - 11
Event Marketer Spring 2023 - 12
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Event Marketer Spring 2023 - 14
Event Marketer Spring 2023 - 15
Event Marketer Spring 2023 - 16
Event Marketer Spring 2023 - 17
Event Marketer Spring 2023 - 18
Event Marketer Spring 2023 - 19
Event Marketer Spring 2023 - 20
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
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