The Rise of Pickleball Championships

Last month’s inaugural LT Open at Life Time Peachtree Corners delivered on its promise to shake up the pro-pickleball business with a large prize purse and elevated profile. With a $250,000 total prize pool and $50,000 going to each of the men’s and women’s singles champions, the event singled a new level of financial commitment to competitive singles play in the sport.  

From a business perspective, this tournament reflects several important shifts. First, at a time when participation in pickleball in the U.S. is soaring (19.8 million Americans in 2024, up 45.8 % year-on-year) the large prize purse underscores how operators and sponsors view the sport as a viable investment. By putting big money on the line, organizers send a message that pro pickleball is increasingly lucrative and commercially viable. The singles-only format also marks a strategic differentiator: whereas many major tournaments focus on doubles and mixed categories, LT Open honed in on singles, potentially opening up a new focus for singles players focused on building their brand and reputation (we covered the Jack Sock story previously). The investment in prize money justifies higher player salaries, stronger media coverage (the finals aired on ESPN2), and greater exposure for brands, venues and the sport’s ecosystem.

There are also implications for pickleball venues in various locations (and we know there is a huge market for pickleball tourism). For the Peachtree Corners location, the benefits go beyond just being the host venue. Holding a high-profile event draws national attention, streaming and broadcast audiences, and gives the club and region a chance to showcase its courts, hospitality infrastructure, and community. The influx of players, coaches, media and spectators supports local economic activity for hotels, restaurants, and transportation while also helping to reinforce the club’s branding as a premier pickleball destination. Because the event was free for fans on-site and tied to visitor experience, it expands the club’s reach and strengthens its community impact. The fact that it was the first singles-only pro event hosted there gives it a ‘first move’ edge in the venue portfolio of the company behind the club, possibly strengthening its ability to host future elite events.

Looking ahead, it appears there will be multiple pickleball “championship” competitions jockeying for prestige. For example, the upcoming Jenius Bank Pickleball World Championships running Oct 31–Nov 9 is positioned as the marquee ‘world championships’ of pickleball, featuring multiple divisions (including pro tours, senior, junior, collegiate) and tying into the broader festival atmosphere. Whereas the LT Open focused singularly on pro singles and carved a niche with a specific prize‐pool structure, the Worlds promise a much wider scope and more participants, which could mean greater scale, but with unknown prize amounts, it remains to be seen if it will play out that way. A potentially interesting future research project is to study the evolution of tennis championships to see how we arrived at the four major championships that exist today; might we see a similar pattern in pickleball?

The LT Open provides a case study of where pickleball is heading as a sport and business. By offering a major purse for singles, spotlighting a dedicated venue, and partnering with media and sponsors, it sets a template for how venues like Peachtree Corners can leverage elite events to strengthen their brand and revenue streams. As the sport moves toward global championships and bigger production, venues, tours, and sponsors will need to decide whether to play the high-stakes game set by LT Open or focus on the large-field model represented by The World Championship.