NIL Success Stories: Meet the College Pickleball Players Cashing In
The introduction of Name, Image, and Likeness (NIL) rights in 2021 was a groundbreaking shift for college sports, enabling student-athletes to capitalize on their personal brands through sponsorships, endorsements, and partnerships. While football and basketball players were early beneficiaries, athletes from niche and emerging sports are starting to secure NIL deals as well. One unexpected group starting to cash in? College pickleball players.
As pickleball’s popularity surges, a new generation of talented student-athletes is seizing the opportunity to profit from their passion. In this blog, we’ll look at some of the early success stories of college pickleball players who have landed NIL deals, how they’re navigating the world of sponsorships, and what it means for the future of the sport.
How Pickleball Fits into the NIL Landscape
While pickleball is still considered an emerging sport at most colleges, it’s starting to gain traction in the NIL space. Unlike traditional college sports, which are governed by strict NCAA guidelines, pickleball operates in a unique space where many players compete as part of student-led clubs or intramural teams rather than varsity programs. This freedom gives pickleball players the ability to sign sponsorship deals without navigating the same restrictions as varsity athletes.
For college pickleball players, the NIL landscape offers a chance to build their personal brand, connect with sponsors, and make a name for themselves in one of America’s fastest-growing sports. Brands focused on health, fitness, and athletic gear have begun to recognize the value of partnering with young pickleball influencers, opening the door for NIL deals that were previously out of reach for athletes in non-varsity sports.
Early NIL Success Stories in College Pickleball
Anna Leigh Waters: Leading the Charge
Although still a teenager, Anna Leigh Waters has become one of the most prominent faces in professional pickleball and a key player in the sport’s rise to mainstream recognition. While Waters isn’t currently a college athlete, her success at a young age serves as a blueprint for what’s possible for collegiate players. Waters has signed endorsement deals with major brands such as JOOLA and Franklin Sports, and her social media presence has turned her into a pickleball influencer with a growing audience.
Her success shows that even non-varsity athletes can leverage the sport’s increasing popularity to secure sponsorships and create a professional path while still maintaining amateur status. College pickleball players can follow in Waters’ footsteps by building their own personal brands and engaging with sponsors to secure similar opportunities.
Riley Newman: Professional Inspiration for College Athletes
While Riley Newman is another professional pickleball player who has already made a name for himself, his journey from a college tennis player at Western Washington University to a professional pickleball star serves as a major inspiration for today’s college athletes. Newman’s success, including major partnerships with brands like Selkirk and Franklin Sports, illustrates the potential for college athletes to transition from their club or intramural teams into professional leagues.
His high-profile sponsorships have helped raise the profile of pickleball at both the amateur and professional levels. College athletes can look to Newman’s path as an example of how to blend competitive play with NIL deals that capitalize on their growing influence in the sport.
Ben Johns: A Model of NIL Potential
Ben Johns, considered one of the top professional pickleball players in the world, is another prime example of how athletes can secure lucrative NIL deals while building their brand in a relatively new sport. While not a college athlete currently, Johns’ success has opened the door for younger players. His partnership with JOOLA and his own line of signature paddles demonstrate the potential for pickleball players to turn their skill and visibility into significant financial opportunities.
For college pickleball players, Johns represents the potential that exists within the sport. As more college players start to gain attention through social media and competitive play, the NIL landscape for pickleball athletes could rapidly expand.
How College Pickleball Players Are Building Their Brands
The NIL era has ushered in new possibilities for college pickleball players to create their own personal brands. While pickleball may not yet have the visibility of sports like basketball or football, student-athletes are finding creative ways to build a following and attract sponsorship deals.
Social Media Influence
Social media plays a huge role in how college pickleball players are cashing in on NIL deals. Platforms like Instagram, TikTok, and YouTube allow athletes to showcase their skills, post training videos, and promote their sponsors in ways that feel authentic to their followers. Players who consistently post engaging content, from match highlights to behind-the-scenes looks at their training routines, are seeing their follower counts—and their sponsorship opportunities—grow.
Brands are eager to partner with athletes who have strong social media followings and can authentically promote their products. For pickleball players, this means that the sport’s rapid growth combined with a strategic social media presence can translate into real financial opportunities.
Pickleball-Specific Sponsorships
Pickleball equipment manufacturers are some of the earliest adopters of NIL partnerships with college athletes. Companies like Selkirk, Onix, and Paddletek are investing heavily in the sport’s future, looking to partner with young, up-and-coming players who can serve as brand ambassadors. These sponsorships typically involve providing athletes with paddles, gear, and apparel in exchange for promotion on social media and at tournaments.
For college pickleball players, these deals can serve as a foundation for larger NIL opportunities. By building relationships with pickleball-specific brands, athletes can begin to create a portfolio of sponsorships that set them up for future success, both on and off the court.
Health and Fitness Brands
Beyond pickleball-specific companies, health and fitness brands are starting to recognize the value of partnering with college pickleball athletes. Whether through promoting recovery products, nutritional supplements, or athletic wear, these brands are targeting the active and engaged audiences that pickleball athletes represent. College players with a focus on fitness and wellness are finding opportunities to partner with these brands, helping them monetize their athletic journeys in new ways.
What the Future Holds for NIL in College Pickleball
While NIL deals in pickleball are still in the early stages, the future looks incredibly promising. As the sport continues to grow in popularity—both at the recreational and professional levels—brands are likely to invest more in young players who have the potential to become the faces of the sport.
More Sponsorships and Visibility
With pickleball’s rapid growth, college athletes are increasingly gaining the attention of major brands looking to tap into the sport’s expanding audience. As universities continue to integrate pickleball into their athletic programs—whether through intramural leagues, clubs, or eventual varsity status—players will have even more opportunities to secure NIL deals and grow their personal brands.
With the rise of professional pickleball leagues like Major League Pickleball (MLP) and the Professional Pickleball Association (PPA), college players also have a clear pathway to professional success, further incentivizing them to build their brands while still in school.
Expanding the Role of Women in NIL Deals
As more women take up pickleball at the college level, the opportunities for female athletes to secure NIL deals will increase as well. Brands are recognizing the value of diversity in their sponsorship portfolios, and female pickleball players—especially those who build strong social media followings—are well-positioned to take advantage of this trend. As more women’s pickleball competitions emerge, the visibility of female athletes will continue to grow, leading to even greater NIL opportunities.
Conclusion: Pickleball's NIL Potential Is Just Beginning
The world of NIL deals in college sports has already transformed the landscape of athletics, and pickleball is emerging as an unexpected winner in this new era. As more college pickleball players build their personal brands and secure sponsorships, the sport’s profile will only continue to rise. Whether through social media influence, pickleball-specific partnerships, or broader health and fitness sponsorships, the potential for college pickleball players to cash in is enormous.