Pickleball Australia serves up fresh look and bold vision for the future via The Contenders
Pickleball Australia, representing Australia’s fastest growing, fun and inclusive sport, is launching a brand-new look via brand strategy agency The Contenders, to support its bold vision, cementing it as the peak national body for pickleball enthusiasts nationwide.
In five short years since its inception in 2020, Pickleball Australia has overseen seven state associations supporting the 150,000+ regular players and 23,000+ registered members nationally. With strong leadership and high national standards, its vision for the future encompasses their values of integrity and professionalism whilst celebrating the joy the sport brings to its fans and participants.
However, it’s not all play at Pickleball Australia. Executive Officer Brendan Lee and his team are central to the sport’s governance, building relationships with the 367 existing Pickleball clubs and organising 96 tournaments, having trained 321 referees and mentored 80 coach members, working with sub committees and affiliates, all whilst reporting to their highly esteemed board of directors.
A registered not-for-profit, Pickleball Australia is at the forefront of the sport, advocating across Australia at all levels. Moving it from a volunteer-led, grassroots approach, Pickleball Australia is nationally unifying the sport whilst creating a dynamic and fast-moving sporting movement – no mean feat in just five years.
Lee heads up a team of professional sports administrators, situated at the heart of the sport, creating the beating pulse that powers pickleball: “Pickleball has captivated the nation, and as the stewards of this fast-growing sport, it is our responsibility to evolve with it. Our refreshed brand reflects the energy and edge of today’s players while staying true to our roots. This evolution cements pickleball’s place as a permanent fixture in Australia’s sporting landscape; powered by the community that made it happen.”
This is where The Contenders, came in. With a raft of experience working with sporting organisations, they were the perfect agency for the task at hand. Its strategic approach was underpinned by extensive research to uncover insights, informing their ultimate brand platform and creative design treatment.
Says Em Fitts, Creative Director, The Contenders: “Our challenge was to resolve the duality of the sport: from backyard derbies to national championships, from casual play to the world stage. Inspired by its humble beginnings – two paddles, a ball, a taped court – we set out to capture pickleball’s joyful rebellion and spirit of play, placing it at the heart of Pickleball Australia’s visual identity.”
Encapsulating the experience, Fitts went on, saying, “working with the Pickleball Australia team was a joy – their passion and love for the sport were infectious and guided the brand at every step.”
Adds Lee: “At the end of the day, sport is about creating a sense of belonging, community and connection and pickleball delivers all those things. With a strong new brand positioning, look and feel to support our investment in the future, we feel incredibly well positioned to continue driving the sport forward whilst celebrating its spirit and energy.”
The re-designed website is now live: www.pickleballaus.org
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