By Rich Henrich
The buzz surrounding the 2024 USA Pickleball National Championships in Mesa, AZ, was palpable as players, fans, and media outlets, including Coachella Valley Weekly, descended upon the Arizona Athletic Grounds complex for one of the biggest events in the sport’s history. From celebrity exhibitions to groundbreaking streaming partnerships, the event was a showcase of pickleball’s explosive growth and its place in the cultural zeitgeist, bringing about 10,000 attendees and players together over several days long event.
A Game-Changing Partnership with QVC
One of the most exciting developments for pickleball fans was the announcement of a new partnership between USA Pickleball and QVC, marking the first-ever sports streaming deal on the platform. Jose Moreno, Chief Strategy & Marketing Officer of USA Pickleball, spoke with Coachella Valley Weekly about the significance of this partnership.
“We’re seeing pickleball become a cultural phenomenon, and partnering with QVC is the next step in taking the sport to a broader audience,” Moreno said. “By bringing our events to a platform with such a massive reach, we can introduce pickleball to millions of new fans and create a truly immersive experience for viewers, whether they’re tuning in to watch matches, learn more about the sport, or shop for the latest gear.”
The collaboration is set to revolutionize how fans experience the sport, offering an exclusive chance to watch high-level competition while engaging with pickleball’s growing marketplace. Moreno emphasized that this partnership was all about expanding access and elevating the sport’s profile. “QVC was always in in my house growing up and it really allowed my mom to afford gifts for me. I anticipate this will make pickleball even more accessible with quality products and affordability,” said Moreno.
Elevating the Fan and Player Experience: Justin Maloof’s Vision
As the Executive Director of USA Pickleball (and the first paid full-time employeee of the organization), Justin Maloof has been at the forefront of efforts to create a world-class experience for both players and fans. His vision for the 2024 National Championships was clear: provide an unforgettable atmosphere while enhancing the fan experience with innovative features.
“We’re constantly pushing the envelope to ensure both players and fans feel the excitement of pickleball in every way possible,” Maloof said. “From live-streaming to fan engagement, we want to elevate the event beyond just a tournament and make it a celebration of the sport itself.”
This year’s event saw a packed Center Court, a testament to the growing energy around the sport, with Maloof focused on creating a high-energy environment for all involved. Fans experienced live commentary, interactive fan zones, and even access to exclusive behind-the-scenes content, making the National Championships a multi-sensory experience.
Dinks for a Difference: The Celebrity Exhibition Match
One of the highlights of the event was the “Dinks for a Difference” celebrity exhibition match, hosted by NSYNC’s Joey Fatone and reality star and influencer Mayci Neely. The charity event raised funds for local organizations, blending fun and philanthropy as the crowd cheered on an eclectic mix of celebrities from different fields.
The match featured some surprising moments, including Frankie Muniz’s struggle with the game’s fundamentals and Shane Doan’s surprisingly natural talent on the court. Muniz, the actor famous for his role in Malcolm in the Middle, found himself a bit out of his element, while NHL legend Doan appeared to have a knack for the sport, impressing fans with his poise and competitive spirit.
“Pickleball is a whole different animal,” Muniz laughed after the match. “I’m used to fast-paced action, but this sport has its own rhythm. It was a blast, though!”
In contrast, Doan, who was a standout during the exhibition, remarked, “I think it’s the hand-eye coordination. A lot of it feels like hockey, but with a little more finesse. I’m definitely going to practice more!”
Other celebrities who joined in the fun included ASU and NFL Quarterback Jake Plummer, former NFL Wide Receiver Eric Decker, six-time Olympic Gold Medalist Amy Van Dyken, Pickleball pro Megan Fudge, reality star Gerry Turner, and former NHL player-turned-executive Shane Doan. Despite the unusually brisk weather, the Center Court was packed, and the crowd loved the high-energy drills and lighthearted competition.
A New Gold Standard: Shelby Bates’ Win
While many eyes were on the National Championships, Coachella Valley Weekly had the opportunity to sit down with recently crowned gold medalist Shelby Bates. Though Bates didn’t medal at Nationals this year, she had a reason to celebrate—just days earlier, she won her first-ever Gold medal in mixed doubles at the 2024 Pickleball World Championships in Australia.
Reflecting on her international victory, Bates shared, “Winning gold in Australia was surreal. The competition was fierce, but my partner and I really clicked, and it was all about staying focused and playing smart. I’ve been putting in a lot of work, so this was the perfect reward.”
Bates’ win was another testament to pickleball’s global reach, with the sport continuing to gain popularity across continents, and her triumph added to the momentum building for the sport as it goes worldwide. While she still makes time for fun pickup games with friends, she will be focused on her next event in Vietnam, a place she says has incredible Pickleball culture.
From the Desert to the World: Pickleball’s Global Expansion
As the event came to a close, it was clear that pickleball’s growth wasn’t confined to the Coachella Valley or Mesa, AZ. What began as a local sport is now spreading across the globe, reaching places like Bali, Indonesia, Vietnam and beyond. The access and quality of equipment have come a long way and will continue.
“The growth of pickleball is incredible,” said Moreno. “It’s not just a desert phenomenon anymore; it’s becoming a global movement. What started spreading in the Coachella Valley and Phoenix area is now reaching corners of the world where people are picking up paddles and joining the community.”
This worldwide expansion isn’t just about competitive play—it’s about building a vibrant community where players of all levels can connect and grow the sport together.
Sponsors Supporting the Sport’s Growth
None of this would be possible without the support of sponsors like Fortune Tires and Bandit Wines. These forward-thinking companies are helping to fuel the sport’s expansion, supporting events and initiatives that bring attention to pickleball’s increasing relevance in popular culture.
“Pickleball is everywhere now,” said a representative from Fortune Tires. “Whether it’s in the Coachella Valley, Phoenix, or halfway across the world, we’re proud to support the sport as it grows. We see it as a fun and exciting part of the cultural landscape.”
Conclusion
The 2024 USA Pickleball National Championships in Mesa, AZ, showcased the future of the sport and the powerful partnerships driving it forward. From new streaming deals with QVC to star-studded celebrity matches and international champions like Shelby Bates, pickleball is showing no signs of slowing down. For fans and players alike, it’s clear: pickleball is not just a sport—it’s a movement that’s here to stay.
As USA Pickleball’s Jose Moreno and Justin Maloof continue to push the boundaries of the sport, the future looks brighter than ever for this dynamic and growing community. For more about the sport or to keep up to date go to www.USApickleball.org
