Chariot Agency announces arrival to the pickleball market with team sponsorships
Chariot Agency has announced its sponsorship of two leading Malaysian pickleball teams, Infinity Sports Academy and Subang Jaya Pickleball Club. It is a strategic partnership that aims to develop the game on a competitive level locally and globally.
Since its introduction to Malaysia in 2019, pickleball has been steadily gaining popularity in East Malaysia followed by urban centers such as Kuala Lumpur, Johor Bahru, and Penang. Globally, the sport has experienced explosive growth, with the Asia-Pacific region projected to see a 24.5% annual growth rate from 2024 to 2029.
Adding to this momentum, several state governments in Malaysia have begun investing in pickleball infrastructure and grassroots programmes, recognising its potential as a major sport. There are ongoing discussions to introduce pickleball into SUKMA (Sukan Malaysia), the country’s premier multi-sport event, which would further elevate the sport’s profile and encourage wider participation.
This growing institutional support presents a unique opportunity for brands to align with a sport on the rise and contribute to its nationwide development. As interest in pickleball surges in Malaysia and within the region, corporate partnerships will be instrumental in positioning Malaysia as a key player in the international pickleball scene.
Chariot’s new foray into sports marketing not only supports elite players, but fosters a thriving sports ecosystem. By empowering Malaysian pickleball talents, they see it as an opportunity for brands to rise together with the sport’s presence on a global scale.
Through this sponsorship, Chariot ensures that Infinity Sports Academy and Subang Jaya Pickleball can fully concentrate on their training, competitions, and overall performance rather than having to seek funding for tournament entries, equipment, and travel expenses.
“We saw our chance to be a part of a growing sports institution, and all the opportunities that came with it. Effective marketing is deeply rooted in understanding what motivates people. And sports has always been an avenue to inspire and excite, something that fans of pickleball have demonstrated in spades. We believe that by supporting these teams, we are not just investing in their success, but also our own. Diversifying our interests will help us understand people better, and provide insights that we can implement in the work we do for our clients. We invite brands that share our vision to join us in elevating these teams and making a lasting impact on the sport,” said Adrian Cheah, Managing Director of Chariot.
Infinity Sports Academy’s founder, Jimmy Liong, expressed enthusiasm about the partnership: “Having Chariot as a sponsor allows us to focus entirely on training, development, and competing at the highest level. Pickleball in Malaysia is at a crucial growth stage, and with the right support from brands, we can accelerate its development and bring local talent to international prominence. We hope more companies will recognize the potential of this sport and join us in this journey.”
Subang Jaya Pickleball Club captain, Gee Ci Long, added: “Pickleball is more than just a game – it’s a growing movement, and we want to be at the forefront. With Chariot’s support, we no longer have to worry about the financial constraints that often limit our participation in key tournaments. This partnership allows us to focus on training and competing at our best. We look forward to seeing more brands step in and help drive the sport forward.”
Chariot invites brands, corporations, and industry leaders to collaborate in supporting Malaysia’s emerging pickleball stars. Whether through sponsorship, product partnerships, or event collaborations, participating brands will gain visibility within a rapidly growing sport while making a meaningful impact on athletes’ careers.