Pickleball & Branding & Travel: 3 of Laura Gainor’s Favorite Things
Interview with RacquetX
Laura Gainor is not only one of our featured speakers at RacquetX, she is Founder of Vossberg Gainor, the world’s first pickleball marketing agency, and Pickleball in the Sun, a lifestyle brand and experiential pickleball marketing agency sharing the best destinations and experiences.
As a sneak preview of her session about brands embracing pickleball in their marketing and activation strategies, we asked Laura about her recent wins and plans.
Come meet Laura LIVE at RacquetX!
As pickleball grows in popularity, brand activations abound. What are you seeing as some of the current trends?
“As pickleball’s popularity continues to surge, an increasing number of brands are integrating pickleball into their marketing strategies and event activations. The growing participation numbers span across multiple generations, creating a diverse and engaged demographic audience. This shared interest serves as a unifying force, bringing together people from various backgrounds. It is a brand’s aspiration to connect with such a broad spectrum of individuals, fostering happiness and social interaction. Witnessing the profound impact of pickleball, a sport that captivates enthusiasts of all interests, is truly extraordinary. Recently, I collaborated with Proof Media Mix, an experiential marketing agency that crafted an exceptional brand experience for their client Smirnoff during the launch of Smirnoff SMASH Vodka Soda. The team ingeniously designed a customized pickleball court, featuring a PickleRoll Smirnoff-branded court, Smirnoff SMASH bars where brand ambassadors distributed swag giveaways and samples, bar carts for added exposure, a DJ booth setup, and vibrant highlight elements like pickleball paddle lights and Smirnoff-branded paddles.
Adding to the excitement, Smirnoff’s agencies orchestrated a celebrity Pickleball Tournament, additionally transforming it into a commercial film set to be released as a Smash Hit soon. The tournament boasted notable participants such as Saweetie, Lance Bass, Scheana Shay, and other influential figures, creating a dynamic blend of entertainment and marketing. This unique blend of celebrity involvement not only elevated the event but also ensured that the commercial will be a highly anticipated and impactful release.
The beauty of leveraging pickleball for brand activation lies in its versatility and the ability to create a captivating experience without requiring extensive space. Proof Media Mix, along with their partner agencies collaborating with Smirnoff, have created a compelling case study that they’ll be utilizing in more events to come. It stands as a prime example of how the sport can effectively connect brands with fans.
For more event highlights from the Smirnoff SMASH Pickleball Experience, visit @PickleballintheSun on Instagram.“
What are a couple of key things brands should consider when they are choosing events and partnerships?
“Through my weekly Pickleball Marketing Newsletter, I’ve established connections with diverse brands targeting a wide range of demographics. Given pickleball’s ability to attract a broad audience, I assist brands in pinpointing the most suitable events for their specific target demographic. This involves guiding them in creating unique experiences and establishing beneficial partnerships. My value to brands lies in my extensive involvement in the pickleball business realm for nearly 5 years, where I’ve witnessed both successes and failures.
Having closely observed the growth of the pickleball industry, my value is providing insights into what strategies have proven effective. I’ve also closely followed the journeys of the current top professional athletes in the sport, witnessing their evolution in pro tournaments. This knowledge allows me to identify the athletes best suited for brand endorsements. Brands choose to collaborate with me because I can provide guidance on supporting these athletes who not only contribute to the current success of the sport but also pave the way for future talents. It’s crucial for brands to align with the right events and athletes to convey a positive and influential message to their fan base.”
You’re at the epicenter of pickleball tourism. When someone is planning a pickle-centric trip, what types of things should they think about?
“Pickleball Tourism has become a focal point in the pickleball community, presenting opportunities for resorts to attract millions of tourists by incorporating pickleball courts as a sought-after amenity. Beyond this, resorts can tap into profitable ventures such as hosting corporate incentive trips and group excursions, providing additional avenues for brand partnerships. Currently, Pickleball in the Sun plays a pivotal role in promoting these resorts. Through our partnership with Pickleball Magazine, we contribute the “Premier Pickleball Destination” column in each issue, while our Pickleball in the Sun website and channels showcase unique content and features to further market these destinations.
In a recent collaboration with Visit St. Pete / Clearwater, the TradeWinds Island Resorts, and Pickleball Central, we organized a Pickleball in the Sun Getaway sweepstakes to St. Pete Beach, Florida. The overwhelming response, with thousands of entries, showcases the growing demand for vacations that blend healthy exercise and socialization with friends and family. Looking ahead, I am excited not only to continue marketing unique destinations as more resorts add pickleball courts, but also to organize future initiatives like a Pickleball in the Sun cruise, corporate outings, and group trips—celebrating the ‘Pickleball in the Sun’ lifestyle we all love.”
What’s on the horizon for you in 2024 and beyond?
“In my over 15 years of experience in marketing, I have not encountered anything quite like the way pickleball resonates with people. I consider myself fortunate to contribute to the success of brands while thoroughly enjoying the journey, as I am genuinely passionate about this sport myself.
Looking ahead to this year and the years ahead, I am thrilled to continue collaborating with my existing clients, assisting them in activating their presence within the dynamic pickleball space. We are excited to officially launch the Centerline Athletics brand, a premium performance pickleball apparel line, at this year’s inaugural RacquetX event! We have been working on this brand for over a year and we look forward to supporting professional and amateur pickleball athletes with premium performance apparel. Be sure to purchase your tickets to RacquetX to join us for this beneficial event that will help brands and executives learn how to best market in the world of pickleball.
Additionally, I look forward to welcoming new clients who are eager to dive into the world of pickleball. It’s truly an honor to have numerous prominent brands approach me, expressing their interest in jumping ‘all in’ on pickleball as part of their marketing strategy.
As an entrepreneur in the space, I plan to expand my Pickleball in the Sun team, and bring more opportunities to young professionals. Personally, I am enthusiastic about traveling with my family and friends, continuing to live a life immersed in the world of pickleball—truly living the lifestyle of getting to work and play in the growing world of pickleball.”