The Work in Sports Podcast - Insider Advice for Sports Careers · Brian Clapp - Work in Sports

Courting New Fans in America’s Fastest Growing Sport

·38 min·2 clips

Melissa Zhang says pickleball's appeal is its "inclusive, accessible nature" and that beginners can rally right away.

Brian starts from a simple idea: media work gets difficult when nobody is already obligated to care. He says the big four sports have it easier because they are not creating interest from scratch, only shaping it. That frame sets up the rest of the conversation. Melissa adds firsthand perspective from USA Pickleball. She says she feels very privileged to be in a role where the sport is growing and media interest is rising, even if other sports have had a harder time earning coverage. The discussion turns to National Pickleball Month, which had existed since 2018 but had not previously been celebrated in a fully coordinated way. Her goal this year was to make the month intentional and community-focused. To do that, the team built four weekly themes so the campaign would not lose momentum. Those themes gave structure to the social and editorial work and made it easier to invite participation instead of passive viewing. One prompt asked players to share how they train and what helps them improve. Another focused on member appreciation. The show spends time on the value of human-interest stories, including the appeal of highlighting the first USA Pickleball member. There is also a strong emphasis on community content that can be reshared and amplified. The team pulled in posts from people celebrating in their own regions, attending events, and competing throughout April. Partner activity mattered too. Melissa describes giveaways, campaigns, and sweepstakes as part of the wider effort to create excitement and connect the audience to what partners could offer. Brian keeps steering the conversation back to the underlying lesson for sports careers. The job is not only about posting content; it is about giving people reasons to feel involved. The episode closes on the idea that pickleball is not a passing fad but a sport still catching on and growing its audience. The practical takeaway is that audience growth in sports comes from disciplined, community-minded storytelling.

As heard by us

A clear look at how sports communications turns attention into momentum.

This episode looks at how public and media relations help shape interest in a sport that is still finding its footing, with Brian Clapp and Melissa using National Pickleball Month as a clear campaign frame.

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Want to see how a fast-growing sport earns attention, not just wins it?

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