How commercialisation is helping Pickleball become part of India’s culture

New Delhi: In India, sports rarely become popular only because people play them. They become popular when people see them, talk about them, and recognise themselves in them. 

Cricket did not grow only on pitches; it grew in streets, films, ads, and conversations. Today, pickleball is following a similar path—not through legacy or history, but through commercial storytelling and cultural visibility.

What was once a little-known sport played in pockets of urban India is now steadily entering mainstream awareness. A big reason for this shift is commercialisation, especially through content: digital video campaigns, celebrity participation, and franchise-based leagues like the World Pickleball League (WPBL). Together, these have helped pickleball move from being “a sport people play” to “a sport people recognise”. 

From courts to screens

The World Pickleball League’s digital video campaign plays a key role in this transition. Instead of focusing only on professional matches or elite athletes, the campaign shows people playing pickleball in everyday settings, be it homes, streets, or public spaces, often using humour and exaggeration. The message is simple: pickleball can be played by anyone, anywhere. 

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This kind of content matters because it removes the fear many Indians associate with sports. In India, sports often feel serious, competitive, and skill-heavy. If you didn’t start young, you feel you’re already late. WPBL’s campaign flips this thinking. It presents pickleball as easy to pick up, social, and fun. The sport doesn’t demand perfection; it invites participation.

By doing this, the campaign doesn’t just promote a league; it creates familiarity. When people repeatedly see a sport across reels, ads, and social media, it slowly becomes part of everyday culture. You may not play it yet, but you know what it looks like, how it feels, and who it’s for.

Why celebrity involvement matters

Another important driver of pickleball’s cultural rise is celebrity association. In India, celebrities play a powerful role in shaping what feels relevant and aspirational. When a celebrity supports a sport, it sends a strong signal that the sport matters.

Actor Samantha Ruth Prabhu’s involvement with the Chennai pickleball team is a good example. She is not just promoting pickleball casually; she is actively supporting the sport by owning and backing a team in the World Pickleball League. This kind of involvement changes perception. Pickleball is no longer seen as a fringe activity; it has become something important enough for well-known figures to invest their time, money, and voice in.

What makes Samantha’s involvement even more impactful is how visible and natural it feels. Clips of her playing pickleball, cheering for her team, or attending matches circulate widely on social media. These are not polished ads; they feel like moments from real life. For fans, this makes the sport feel approachable rather than distant.

Samantha Ruth Prabhus’s involvement in Pickleball: She is seen cheering her team. 

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When celebrities are seen enjoying a sport, not just endorsing it, the sport gains emotional value. It starts to feel like a lifestyle choice, not just a game.

Sponsorship as storytelling

Commercialisation is often misunderstood as something that takes away from the soul of a sport. But in pickleball’s case, it is doing the opposite. Sponsorships and league structures are giving the sport structure, visibility, and continuity.

When brands, business leaders, and celebrities sponsor teams, they also sponsor stories — rivalries, city pride, player journeys, and fan communities. A Chennai team, for example, isn’t just about matches; it becomes something locals can root for. This city-based identity helps pickleball fit into India’s existing sports culture, where regional pride plays a big role.

Commercial backing also ensures consistency. Leagues create regular seasons, content calendars, highlight reels, and conversations that stay alive beyond one-off events. This steady presence helps pickleball remain visible in public memory.

The role of social media and short videos

Short-form content has played a major role in pickleball’s rise. Reels of matches, celebrity clips, behind-the-scenes moments, and fan reactions spread quickly across platforms. These videos are easy to watch, easy to share, and easy to understand — even if you’ve never played the sport.

Alia Bhatt’s playing pickleball:

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This kind of content works because it matches how people consume culture today. Viewers don’t need rules explained in detail. They just need to see people enjoying themselves. Over time, this builds curiosity. A sport that looks fun and social is more likely to be tried than one that looks intense and technical.

When a sport becomes a cultural habit

Pickleball’s journey in India shows how commercialisation can help a sport move beyond courts and into culture. Ads introduce the sport. Celebrities normalise it. Social content makes it shareable. Together, they turn pickleball into something people talk about even if they haven’t played it yet.

This is how sports grow in modern India: partly through performance, and partly through presence. Pickleball’s rise proves that when commercial efforts focus on joy, access, and relatability, they don’t dilute culture; they help build it.

In many ways, pickleball is not just becoming popular. It is becoming recognisable, moving in a direction to become a subculture.