RADL Wire — Weekly Brief

Strategic partnerships continue to reflect the expanding commercial maturity of racquet sports, with brands aligning not just for visibility, but for long-term category positioning. US Squash’s landmark agreement with Hightower signals growing institutional confidence ahead of the sport’s Olympic debut, while Veolia’s deepening role with the Professional Pickleball Association highlights how sustainability is becoming embedded in pickleball’s infrastructure as it scales.

In This Week’s Edition:

• Updates on some upcoming Opens

• Serena steps back on the court

• A final thought on Parkinson’s Awareness Month

PARTNERSHIPS

US Squash Announces Historic Partnership with Hightower

US Squash announced a historic, multi-year partnership with Hightower, one of the leading independent wealth management firms in the U.S., to become the “Official Wealth Management Partner” of US Squash. The partnership represents the largest sponsorship commitment in US Squash history and marks Hightower’s first significant investment in sports, highlighting squash’s growing momentum and commercial appeal on the road to its Olympic debut at the Los Angeles 2028 Summer Olympic Games. As part of the multi-year agreement, Hightower receives category exclusivity in wealth management as the “Official Wealth Management Partner” of US Squash.

Veolia Deepens Sustainability Play as Pickleball Scales, Extending PPA Partnership Into Year Three

As pickleball continues its rapid ascent as America’s fastest-growing sport, sustainability is emerging as a parallel priority—and global environmental services leader Veolia is positioning itself at the center of that evolution. Entering the third year of its partnership with the Professional Pickleball Association (PPA) Tour, Veolia is expanding its role beyond sponsorship into a more integrated operational and environmental strategy designed to embed sustainability directly into the sport’s growth trajectory. The partnership now extends further into infrastructure and materials innovation. At select events, including the upcoming Atlanta stop, Veolia is introducing court-side benches manufactured entirely from recycled plastics, reinforcing a broader push toward circular material use within tournament environments.

OPEN CHAMPIONSHIPS

Inside the US Open Pickleball Playbook: How Participation is Powering a New Business Model

As Inside The Den reports, the US Open Pickleball Championships is emerging as a blueprint for the sport’s commercial future, blending tournament play with a scalable, participation-driven business model. Rather than focusing solely on elite competition, the event prioritizes mass amateur engagement through a high-demand lottery system, reinforcing both accessibility and exclusivity. With diversified revenue streams spanning entry fees, sponsorships, and destination-driven tourism, the US Open has positioned itself as a hybrid sports-and-entertainment platform. Backed by technology upgrades to streamline operations and enhance player experience, the event continues to evolve into a year-round brand ecosystem—highlighting how pickleball’s growth is reshaping the economics of modern racquet sports.

Inaugural $100,000 US Open TYPTI Championship Launches in Los Angeles, May 20-24 at Calabasas Pickleball Club

TYPTI CEO and Chairman Steve Bellamy has announced the inaugural US Open TYPTI Championships, the first major professional and amateur TYPTI event that will take place at Calabasas Pickleball Club near Los Angeles from May 20-24. There will be five professional divisions with $100,000 in total prize money and numerous amateur events, including ratings, seniors, and junior divisions. This event will launch the world rankings, and sign-ups are now live. Additionally, in partnership with the Intercollegiate Tennis Association and the Barnes Tennis Center, a professional event will be held in San Diego from July 10-13 as part of the ITA Collegiate Summer Series Tour stop. 

PEOPLE

Serena Steps Back On The Court

As padel continues its emergence as a global participation sport, major consumer brands are increasingly aligning with its social-first appeal—and Heineken 0.0 is making a high-profile move to deepen its position. The company has named Serena Williams as its new global ambassador in a multi-year partnership centered on padel, signaling a strategic shift toward experiential, community-driven engagement within racquet sports. Rather than focusing on elite competition, the campaign is built around accessibility and connection—two defining characteristics of padel’s growth. Heineken 0.0 is positioning the sport as a platform for social interaction, using Williams’ global profile to amplify a broader lifestyle narrative tied to active living and mindful consumption.

PARKINSON’S AWARENESS MONTH

April was Parkinson’s Awareness Month, and we’re spreading the joy of pickleball with the benefits it brings to those living with PD (such as improving cognitive, social, and gross motor skills). Check out the new Selkirk Studios documentary Still in Play: A Record-Setting Athlete's Rally Against Parkinson's. This captures the inspirational story of Scott Rider, a former Ohio State All-American track star who uses pickleball to combat his Parkinson’s diagnosis.