Sharp has made
its experiential marketing debut with a Professional Pickleball Association partnership.
Sharp Home Appliances produces food prep tools and kitchen accessories sold at major
national retailers.
Inspired by pickleball’s non-volley zone, known as “the kitchen,” Sharp transformed one of the sport’s most recognizable spaces into a fully
functional Sharp kitchen through its immersive “Sharp in the Kitchen” experience at the recent Rate, Las Vegas tournament, which featured celebrity chef Richard Blais and professional
pickleball player Anna Leigh Waters.
The creative also included ads on Pickleball TV, digital banners at pickleball.com, pickleballtournaments.com,pickleballclubs.com and LED
banners around the championship court during October tourneys.
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Little Council designed the spot and led the campaign, while 1457 developed the PPA partnership and media
buy.
“In pickleball, you’re supposed to stay out of the kitchen. We’re having a little fun with that rule," said Grace Dolan, president of SHCA. "With Sharp, the
kitchen is exactly where you want to be. And we’re excited to bring that experience to the Carvana PPA Tour with fans in a way that celebrates food, connection and community.”
Sharp is the Official Kitchen Appliance Sponsor of select Professional Pickleball Association events.
“The creative opportunity was in the natural connection between two very different kitchens: the one at the heart of pickleball and the one at the heart of
consumers’ homes. Just as pickleball brings people together on the court, the campaign highlights how Sharp appliances are designed to make hosting easy and enjoyable. At every
touchpoint, we worked to bring the two worlds together in thoughtful ways that instantly delighted and resonated with the sport’s fans,” Brian Marshall, founding partner,
Little Council, told Agency Daily.
The Sports & Fitness Industry Association reported that 24.3 Americans played pickleball last year. It is considered the
fastest-growing sport in the U.S.