Pickleball is Australia’s hottest new sport and Squealing Pig has scored a piece of the action. The National Pickleball League has announced the wine brand will be a Major Sponsor for the next two years.

The unique partnership will include sponsorship of the NPL Season 1 – the flagship professional Pickleball league of Australia, launching in March 2024 with $100,000 Prize Money.

This partnership deal also includes coverage across the professional NPL Championship tournaments, future corporate events, pop-up activations and the crown jewel of the NPL’s expansion plans – the first-of-its-kind NPL Pickleball supersite, opening in Melbourne later in 2023.

Pickleball is one of the fastest-growing sports in the United States. It’s a paddle sport that combines elements of tennis, ping pong, and badminton. It is played on a Badminton size-court, with a slightly lower tennis net, a plastic wiffle ball and a larger than table tennis sized racquet.

While it’s a relatively new sport to Australia there are already 124 clubs throughout the country.

Treasury Premium Brands’ Chief Marketing Officer Kjetil Undhjem said: “We know that many consumers, particularly millennials, are keen to explore new and unique experiences. Pickleball is currently such a popular sport and only just at the beginning of its success in Australia, whilst Squealing Pig continues to experience significant growth both here and now globally, so we’re proud of what we will be able to achieve by combining these two powerful categories.

“While quality and expertise underpins everything we do, Squealing Pig has had enormous success bringing some playfulness and fun to the typically serious wine category, making it more accessible to new consumers. We look forward to sharing our celebrated wines with Pickleball fans across the country for launch season and beyond.”

National Pickleball League CEO Ron Snell said: “The shared values and vision for both brands made this collaboration an absolute no-brainer for us as our first major sponsor and long-term partner.  Treasury Premium Brands’ expertise in growing brands in our target demographic will lead to great benefits for all our current and future customers, as our grand plans to elevate the sport of Pickleball in Australia continue.”