What’s the Score?
In the high-stakes world of pickleball equipment, the 2025 PPA Tour season confirmed that the big brands are still the kings of the court. An analysis by The Kitchen of 17 U.S. tournaments revealed that JOOLA was the overwhelming volume winner, securing 121 medals. However, Paddletek emerged as the model of efficiency, winning 83 medals with a roster of only five sponsored players, proving that quality talent often outweighs quantity.
Hit it deeper!
JOOLA’s dominance is built on a “shock and awe” sponsorship strategy. With 20 medal-winning players on their roster—including World No. 1 Ben Johns and Anna Bright—their equipment is ubiquitous on podiums. They sponsor 7 of the top 20 men and 6 of the top 20 women, ensuring constant brand visibility.
Paddletek, conversely, relied on the “superstar effect.” Despite a much smaller footprint, their medal count was driven by the triple-crown capabilities of Anna Leigh Waters and Christian Alshon. The data also highlighted the emerging “boutique” market. Proton (29 medals) and PIKKL (28 medals) have carved out significant niches by signing rising stars like Andrei Daescu and Gabe Tardio. Interestingly, Franklin held strong in third place with 76 medals, maintaining their relevance in a market increasingly crowded by tech-heavy newcomers.
The World Pickleball Verdict
The 2025 medal count illustrates the “arms race” in pickleball technology. While massive marketing budgets (JOOLA) clearly work, the success of Paddletek proves that securing a single generational talent (Waters) is the most efficient marketing strategy in the sport. The presence of smaller brands on the podium suggests that the market is not yet a monopoly; there is still room for innovation and disruption if a brand can put the right paddle in the hands of the right underdog.
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.