The short answer: Franklin Malaysia has signed Jimmy Liong, known in Malaysia as the “Prince of Pickleball”, as the brand’s first professional Asian signing, unveiled at a Christmas event. Liong had been sponsored by Facolos until November. He was part of the first UPA Asia Trailblazers Programme class of 2025 and helped win the Cakenis Cup Pickleball Malaysia 2025.
What’s the score?
Franklin Malaysia has made a historic move in the Asian market by signing Jimmy Liong to its Pro Team. Liong, known affectionately as the “Prince of Pickleball” in Malaysia, was unveiled as the brand’s first professional Asian signing during a recent Christmas event. The deal secures one of the region’s most popular and consistent players, who recently became a free agent after parting ways with his previous sponsor.
Hit it deeper!
Jimmy Liong’s resume makes him a high-value acquisition. He was a member of the inaugural UPA Asia Trailblazers Programme Class of 2025 and recently played a key role in a winning effort at the Cakenis Cup Pickleball Malaysia 2025. Known for his “tireless work ethic” and humility, Liong has become a role model for the growing Malaysian player base.
Liong had been sponsored by Facolos until November, but his brief period of free agency sparked interest across the industry. Franklin’s decision to snap him up highlights their aggressive strategy in the region. “Franklin Malaysia may be a new partner, but the goal for Jimmy Liong remains the same: to grow pickleball and to be someone to whom Malaysia’s new generation of players can look up,” reports note.
The World Pickleball verdict
This signing represents the “localisation” of major global pickleball brands. Companies like Franklin are realising that to win in Asia, they cannot rely solely on American stars like Ben Johns; they need local heroes. Jimmy Liong represents the ideal ambassador—skilled, successful, and culturally connected to the local scene.
This trend is likely to accelerate, with major manufacturers scouting for “The Jimmy Liong” of Vietnam, Japan, and India to anchor their marketing strategies in those booming markets.
