by Joe James
What’s the Story?
The Chariot Agency, a marketing firm based in Singapore, has announced its sponsorship of two leading Malaysian pickleball teams, Infinity Sports Academy and Subang Jaya Pickleball Club.
The move is aimed at developing the sport on a competitive level both locally and globally.
Chariot’s sponsorship allows these teams to focus on their training and overall performance, rather than being concerned with funding for tournaments, equipment and travel.
Adrian Chea, Managing Director of Chariot said: “We saw our chance to be part of a growing sports institution, and all the opportunities that came with it. Effective marketing is deeply rooted in understanding what motivates people.
“Sports has always been an avenue to inspire and excite, something that fans of pickleball have demonstrated in spades.”
Pickleball has been steadily gaining popularity in Malaysia since 2019, starting in East Malaysia and then expanding to urban areas such as Kuala Lumpur, Johor Bahru and Penang.
The sport is experiencing massive growth, with the Asia-Pacific (APAC) region projecting a 24.5% annual growth rate from 2024 to 20209. State governments in Malaysia have begun investing in pickleball infrastructure and grassroots programs.
Discussions have been held to include pickleball in SUKMA (Sukan Malaysia), the country’s premier. Multi-sport event.
Jimmy Liong, founder of Infinity Sports Academy said: “Having Chariot as a sponsor allows us to focus entirely on training, development and competing at the highest level.”
Chariot Agency were founded in March 2021 by Adrian Chea and Jarrod Reginald. They now manage 20 brands across Malaysia, Singapore and Shanghai including TikTok, Amazon, Mitsubishi, Singapore Airlines and Tiger Beer.
The Recap
Since its founding in 2021, the Chariot Agency, founded by Adrian Chea and Jarrod Reginal, has experienced rapid growth as they now manage a diverse range of brands.
The sponsorship of Infinity Sports Academy and Subang Jaya Pickleball Club marks a deliberate move into sports marketing, capitalising on the growing popularity of pickleball.
While sponsoring the two teams, Chariot will gain insight into consumer motivations to improve their client work whilst finding innovative ways to capitalise on the emerging market of the sport.
Pickleball is growing in popularity in Malaysia and the Asia-Pacific region, with a projected annual growth rate of 24.5% projected from 2024 to 2029.
Several state governments in Malaysia have begun investing in pickleball infrastructure and programs. Former Malaysian Badminton player Chan Peng Soon, who won silver at the 2016 Rio Olympics, has also recently opened a sports complex outside of Kuala Lumpur, with 18 pickleball courts as well as 16 badminton courts.
Due to the financial support from Chariot, the sponsored teams can focus entirely on training, development, and competing at the highest levels, whilst accelerating the development of pickleball in Malaysia and hopefully beginning to bring local talent to international prominence.
Chariot is actively seeking collaborations with brands through sponsorships, product partnerships, and event collaborations, inviting other brands to join them in supporting the sport and elevating the teams to make a lasting impact on the sport.
The PKLBull Verdict
The Chariot Agency’s entry into pickleball sponsorship is a strategic move that demonstrates its innovative approach to marketing.
By backing local pickleball teams, the agency is not only supporting the sport but also creating opportunities for brands to connect with a growing audience.
Chariot see this gap in the Malaysian market as a unique opportunity to develop knowledge on the sport, understanding a vaster audience’s consumption behaviour whilst furthering their reputation as brand looking to connect with new audiences.
The agency is proving that marketing and advertising can evolve by embracing innovative ideas and strategic moves that benefit both Chariot as well as the pickleball community, especially in Malaysia.
This is not just a branding exercise but rather a deliberate effort to connect with an entirely new audience and to be a part of an exciting and emerging development in Malaysian pickleball.