Pickleball Franchise Frenzy: D.C. and Brooklyn Swap Names in Strategic Rebrand
What's the Score?
In a surprising move ahead of the 2025 Major League Pickleball (MLP) season, the ownership groups of the D.C. Pickleball Team and the Brooklyn Aces have agreed to swap franchise name rights. As a result, the D.C. Pickleball Team will rebrand as the Brooklyn Pickleball Team, while the Brooklyn Aces will take on the name of the DC Pickleball Team. This strategic decision aims to build stronger regional connections and capitalise on existing community ties.
Hit it deeper!
The announcement of the franchise name swap indicates a significant strategic shift for both organisations. Al Tylis, now the principal owner of the Brooklyn Pickleball Team, expressed excitement about growing the game in Brooklyn, his hometown, and a city with a strong sports culture. The Brooklyn team, retaining players like Rachel Rohrabacher and Riley Newman, will look to build on D.C.'s 2024 Premier level playoff performance. Simultaneously, Rich Kleiman, now the principal owner of the DC Pickleball Team, highlighted the deep roots his organisation, through the Durant Family Foundation and Team Durant, has within the D.C. community, making the move a logical step to enhance connectivity. Their roster includes players such as Mari Humberg.
This name swap is not the only rebranding activity within MLP for the 2025 season. The Carolina Hogs (formerly Carolina Pickleball Club), Phoenix Flames (formerly AZ Drive), and Nashville Chefs (formerly Frisco Pandas) have also recently announced new names prior to the MLP Orlando season opener. These rebrands suggest a league-wide effort to refresh team identities and potentially attract new fans. The MLP 2025 season kicked off in Orlando from April 24-27, marking the debut of these newly branded teams.
The World Pickleball Verdict
The franchise name swap between the D.C. Pickleball Team and the Brooklyn Aces, along with other team rebrands in MLP, signifies a growing sophistication in the league's approach to team identity and market engagement. By focusing on regional ties and leveraging existing community connections, both the Brooklyn and D.C. organisations aim to cultivate stronger fan bases. These strategic rebrands underscore the ongoing professionalisation of MLP and the increasing emphasis on building recognisable and relatable team brands within their respective markets. The success of these rebranding efforts will be an interesting aspect to observe as the 2025 MLP season progresses.