Technology
A Gold Mine for Family Offices in Sports Tech and Real Estate
The pickleball boom isn’t just a fad—it’s a full-blown revolution. With global participation soaring, infrastructure strained to keep up, and media rights commanding jaw-dropping valuations, this once-obscure sport is now a strategic asset class ripe for investment. Family offices with a knack for spotting trends should take note: the pickleball explosion is a rare opportunity to profit from equipment demand, venue development, and media rights—all underpinned by explosive growth metrics.
Let’s break down the numbers—and where to place your bets.
The Scalability of Pickleball: A Data-Driven Gold Rush
Pickleball’s rise is staggering. The U.S. alone saw participation jump from 13.58 million players in 2023 to 19.81 million in 2024—a 45.8% year-over-year surge. By 2033, the global market is projected to hit $4.4 billion, growing at an 11.3% compound annual growth rate (CAGR). But the real opportunity lies in asset class scalability:
1. Equipment Demand: The $1.5B+ Opportunity
Pickleball’s gear market is booming. Paddles, balls, and apparel accounted for 39.3% of U.S. sales in 2023, with total equipment revenue expected to hit $1.5 billion by 2025. Brands like Onix, Franklin Sports, and Paddlesmith are already cashing in—but there’s room for innovation.
Action Alert: Look for firms with R&D in quiet paddle technology (to address noise complaints) or AI-driven customization. The winner here will dominate as the sport goes mainstream.
2. Venue Development: The Real Estate Play of the Decade
Pickleball courts are the new gold. The U.S. has 68,458 courts today, but demand is outpacing supply. A $855 million investment is needed over the next five years just to meet current needs.
- Hotspots to Watch: Florida (1,228 locations), Texas (941), and California (1,223) are leading, but underpenetrated markets like the Mountain West and Midwest offer low-hanging fruit.
- Model Opportunity: Chicken N Pickle, which blends courts with dining and social spaces, is proving the recreational-entertainment hybrid model works.
Family Office Play: Partner with real estate firms to build multi-court complexes in underserved areas. Add amenities like dining, pro shops, and even VR training centers to maximize returns.
3. Media Rights: The Next Billion-Dollar Frontier
Pickleball’s media appeal is exploding. The 2025 Carvana Mesa Cup drew crowds surpassing NBA and NHL averages, signaling a prime time for rights valuations.
- Current Valuation: The sport’s media rights are still undervalued. Compare this to tennis, where the U.S. Open’s broadcast rights fetch $240 million annually—and imagine pickleball’s trajectory.
- Growth Catalysts: Leagues like the Major League Pickleball (MLP) and the APP Tour are expanding, but fragmented governance (e.g., splits like the United Pickleball Association) could be a buy signal for consolidators.
Action Alert: Invest in production companies securing broadcast deals or buy into platforms like Pickleball TV, which could become the ESPN of the sport.
The Risks—and Why They’re Overblown
Critics point to infrastructure shortages, league fragmentation, and noise complaints. But these are speed bumps, not roadblocks:
- Infrastructure: The $855M investment gap is an opportunity, not a liability.
- Governance: Fragmentation creates acquisition targets for deep-pocketed investors.
- Noise: Innovations in quiet paddle tech (already in testing) will quiet critics.
Final Verdict: Buy Now—Before the Market Matures
Pickleball is where Bitcoin was in 2013 or NFTs in 2020: a nascent asset class with exponential upside. Family offices can profit in three ways:
- Equipment Stocks: Back tech-driven gear companies (think Paddlesmith or QuietPaddle Inc.).
- Real Estate: Develop court complexes in growth markets.
- Media Rights: Lock in broadcast deals before valuations skyrocket.
This is not a bet on a sport—it’s a bet on demographic trends. Pickleball’s cross-generational appeal (average age dropped to 34.8 years in 2024) ensures longevity.
The clock is ticking. Get in now—and don’t let this gold rush pass you by.
Jim’s Bottom Line: Pickleball isn’t just a game—it’s a $4.4 billion asset class with room to grow. Family offices that move fast will dominate.