How the Seattle Sounders Sold 370+ Pickleball Packages
Pickleball isn’t just America’s fastest-growing sport—it’s creeping into the sports biz playbook as one of the hottest theme night trends. From baseball to soccer, teams are cashing in on the craze with paddles, pregame courts, and family-friendly experiences.
To help you replicate one in your own market, we sat down with Kinga from the Seattle Sounders to break down exactly how they pulled it off.
Here’s the play-by-play:
1. What vendor did you use for the exclusive paddle, and what was the average cost?
The Sounders worked with BDA for their custom paddle giveaway, with an average cost of about $9 per paddle. Affordable, on-brand, and something fans actually want to keep.
2. What groups did you target to promote the event?
This season, the outing was driven entirely by online website clicks and email blasts. No prospecting required.
Last season, they also prospected Facebook Pickleball groups and even tapped into local elementary schools to spread the word. Both audiences proved to be strong fits.
3. Were there any special pregame/postgame experiences?
Yes! The Sounders set up three pickleball courts in the North Plaza so fans could rally before kickoff. It wasn’t mandatory, just an added bonus for anyone who wanted to play before heading into the stadium.
4. What marketing channels were used?
The push was kept simple:
- Email blasts to past promo buyers
- Website feature placement
- One paid Facebook ad to round things out
That’s it—and it still moved 370+ packages.
5. How did you coordinate logistics with paddle pick-up?
Fans received an email the day before the match with instructions. Paddles were available for pick-up from gates open until the 15th minute of play.
Two lines were set up, keeping things quick and efficient. According to Kinga, the lines moved fast and never got out of hand.
The Takeaway
Pickleball is a fad worth leaning into—and the Sounders proved it doesn’t need heavy prospecting or complicated execution.
All you need is:
- A low-cost, high-demand giveaway
- A few smart marketing touches
- Clean logistics for fulfillment
Result: hundreds of packages sold, new audiences reached, and fans leaving with both a memory and a paddle.