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.
Chris Beaumont is the founder and Editor-in-Chief of World Pickleball Magazine. Chris follows the global game closely, reporting on the latest news, developments, stories and tournaments from all five continents. He also hosts the World Pickleball Podcast, interviewing people at all levels of pickleball. Chris is also an avid player, currently struggling to make the breakthrough from 4.0 to 4.5.