Pickleball Australia Announce New Brand Identity

Pickleball Australia has unveiled a new brand identity as part of its continued evolution into a nationally unified, professionally governed sporting body, reflecting the sport’s rapid rise in participation and profile across the country.

The rebranding was developed in partnership with brand strategy agency The Contenders, incorporating extensive stakeholder and market research.

The new visual identity aims to capture what the agency describes as the sport’s “joyful rebellion” and its dual character from casual backyard play to elite national competition.

Commenting on how the refreshed brand marks the next step in positioning pickleball as a permanent fixture in Australia’s sporting landscape, executive officer of Pickleball Australia, Brendan Lee, said: “Pickleball has captivated the nation, and as the stewards of this fast-growing sport, it is our responsibility to evolve with it.”

“Our refreshed brand reflects the energy and edge of today’s players while staying true to our roots,” Lee said. 

The brand update comes as the sport continues to gain cultural traction, from community recreation centres to national championships, positioning Pickleball Australia to drive further growth, expand participation opportunities, and strengthen the sport’s commercial and organisational footing.

“With a strong new brand positioning, look and feel to support our investment in the future, we feel incredibly well positioned to continue driving the sport forward whilst celebrating its spirit and energy,” Lee added.

Expressing his enthusiasm, creative director at The Contenders, Em Fitts, added: “Our challenge was to resolve the duality of the sport, from grassroots to the world stage.”

“We set out to capture pickleball’s spirit of play and connection, placing it at the heart of the new identity,” Fitts added.

Pickleball Australia’s administrative framework now includes managing 96 tournaments annually, supporting 321 trained referees, and mentoring 80 accredited coaches, alongside collaboration with subcommittees, affiliates, and a national board.

Established in 2020, Pickleball Australia now oversees seven state associations, 367 clubs, and more than 23,000 registered members, with an estimated 96,000 regular players nationwide.

The organisation has transitioned from a volunteer-driven structure to a professional administration responsible for national governance, member pathways, coach and official development, and competition standards.

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