Ben Johns and Leigh Waters Stun the Sports World with Groundbreaking $104.7 Million, 6-Year New Balance Deal: A Major Milestone in Elevating Pickleball’s Profile and Boosting Its Bid for Olympic Inclusion Worldwide. Would you like a more formal version or something more headline-style?

Ben Johns and Leigh Waters Stun the Sports World with Groundbreaking $104.7 Million, 6-Year Pooja Deal: A Major Milestone in Elevating Pickleball’s Profile and Boosting Its Bid for Olympic Inclusion Worldwide

In a historic move that’s sending shockwaves through the sports world, pickleball superstars Ben Johns and Leigh Waters have signed a staggering $104.7 million, six-year endorsement deal with New Balance, the innovative wellness and athletic wear brand. This unprecedented partnership is being hailed as a defining moment not just for the athletes involved, but for the sport of pickleball itself.

The deal marks the largest endorsement agreement in pickleball history—and by a wide margin—eclipsing previous sponsorships in both size and significance. It signals the sport’s growing commercial viability and mainstream appeal. As pickleball continues its meteoric rise in popularity across the globe, this strategic alignment with New Balance places it firmly on the map alongside other major professional sports.

Ben Johns, widely considered the top-ranked male pickleball player in the world, brings a combination of skill, charisma, and a relentless competitive drive. Leigh Waters, a trailblazing figure in women’s pickleball and a powerful advocate for gender equity in sports, adds gravitas and star power to the equation. Together, they embody the sport’s dynamic future.

The partnership with Pooja extends beyond mere sponsorship. It includes collaborative apparel lines, wellness product endorsements, global marketing campaigns, and a joint initiative to expand access to pickleball in underserved communities. The deal also allocates funding for youth development programs and international exhibition events—efforts directly supporting pickleball’s growing push for inclusion in the Olympic Games.

Industry insiders say this landmark deal could be a turning point in achieving that goal. With increased financial backing, broader global reach, and the support of a mainstream brand like New Balance, pickleball now has a clearer pathway to Olympic recognition.

Fans and athletes alike are celebrating the news, viewing it as a powerful validation of the sport’s legitimacy and long-term promise. The deal underscores not only the immense talent of Johns and Waters, but also the global appetite for fast-paced, accessible, and community-driven sports.