DENTSU SPORTS & Entertainment has invested in Tokyo-headquartered Pickleball One, Inc., marking a strategic move to support the rapid growth of the pickleball industry.
dentsu’s investment in Pickleball One is a part of its larger aim “to create new markets and expand value in emerging sports domains”.
In pickleball — a sport that has been rapidly growing in popularity both in Japan and globally — dentsu S&E will leverage the expertise and know-how it has cultivated in sports marketing to provide comprehensive support, spanning from promotion of the sport and fan base development to strengthen its competitive value. In addition, dentsu S&E will create opportunities to enhance the value of companies involved in pickleball. By broadening touchpoints with consumers and increasing awareness to foster highly engaged communities of players and fans, dentsu S&E aims to create and expand a new pickleball-based sports market.
To date, dentsu has advanced its sports business through a dual-track approach: business investments such as growth support for sports organizations and IPs, including rights acquisitions, alongside the provision of solutions to client companies. Furthermore, through initiatives such as building portfolios that span the IP value chain, dentsu has focused on supporting IP growth while strengthening uniqueness and expanding the sports industry by creating new business opportunities.
Against the backdrop of the rapid global growth of the pickleball market, Pickleball One recognizes the Japanese pickleball industry as being in its “kickoff phase” and is prioritizing the creation of the industry itself in its business development. Through this investment, the company will collaborate closely with other investors to establish a growth foundation for the pickleball industry in Japan. This will include developing urban hubs, forming corporate communities, improving the playing environment, expanding awareness through media, and strengthening e-commerce and equipment sales.
Dentsu views pickleball as a new sport that not only offers the joy of playing but also naturally connects people and fosters community. The establishment and social integration of this sport in Japan is expected to contribute to the growth of the overall sports industry.
Centered on dentsu S&E, dentsu will continue to support the dissemination and value enhancement of pickleball, unlocking its diverse potential and contributing to the creation of a new sports culture in Japan.
