Why Toys R Us Bought Pickleball
Brandy19 Touko

Why Toys R Us Bought Pickleball

The Pickleball Finals in San Clemente had a title sponsor nobody expected... Toys R Us.

Parent company, WHP Global, didn't pick this matchup by accident. Pickleball is the fastest-growing sport in America, and the audience sitting courtside is the exact demographic that buys toys for someone else: parents, grandparents, gift-givers with disposable income and active kids at home.

In this episode, Reilly Newman and Scott Saunders break down:

  • How pickleball became a brand magnet in under five years
  • The generational arbitrage hiding inside the Toys R Us sponsorship
  • What founders and marketers can steal from the Toys R Us playbook on reaching two audiences with one bet

If you're building a brand and wondering where the next category-defining sponsorship play is hiding, start here.

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