How One Entrepreneur Turned Pickleball Into a Media and Brand Empire

Why It Matters

Manasse’s trajectory illustrates how niche sports can generate lucrative media and sponsorship ecosystems, signaling new revenue avenues for athletes and brands alike.

Key Takeaways

• Former tennis coach pivots to pickleball during pandemic
• Built media brand via Tennis Channel partnership and Pickleball TV
• Secured sponsorships with JOOLA and Cîroc, expanding revenue streams
• Leverages celebrity connections to elevate sport’s profile
• Predicts pickleball’s growth into major mainstream sport

Pulse Analysis

The pandemic forced many athletes to reinvent their careers, and Matt Manasse was no exception. With tennis tournaments canceled, he discovered pickleball—a fast‑growing racquet sport that suited his skill set. By dominating local tournaments and leveraging his existing tennis network, Manasse positioned himself as an early authority, attracting high‑profile players and entertainers who were eager to explore the sport’s novelty.

Recognizing the untapped media potential, Manasse approached the Tennis Channel in early 2021, despite initial skepticism. He hosted a hands‑on clinic for executives, turning curiosity into a partnership that birthed Pickleball TV. The network’s coverage, combined with his on‑camera debut on ESPN, amplified his personal brand and opened doors for further broadcasting opportunities, demonstrating how strategic media alliances can accelerate niche‑sport visibility.

Beyond broadcasting, Manasse secured flagship sponsorships with equipment maker JOOLA and premium spirits brand Cîroc, diversifying his income streams and cementing his status as a marketable influencer. These deals not only provide financial stability but also lend credibility to pickleball’s emerging ecosystem. As the sport matures, investors and advertisers are watching closely, and Manasse’s multi‑channel approach offers a blueprint for monetizing emerging athletic trends.