Burger King Japan swaps pickles for Pickleball
Burger King Japan has announced a partnership with the Pickleball Japan Federation (PJF) to support the growth of the sport in the country.
While Burger King fans may be used to pickles on their burgers, this new sport is unrelated to the popular topping.
Pickleball originated in the United States and is a dynamic and accessible racket sport that combines elements of tennis, badminton, and table tennis.
Its ease of learning and enjoyable gameplay have contributed to its immense popularity, particularly in the United States where participation is booming.
Projections estimate that 13.6 million Americans will play pickleball in 2024, with a staggering 48.3 million having played at least once – approximately one in six U.S. residents.
The sport is also expanding globally as a professional discipline, with Japan hosting its first international tournament, the PJF Pickleball Championships in December 2024.
Burger King Japan’s sponsorship aims to help popularize and enhance the sport of pickleball in Japan.
As part of this sponsorship agreement, Burger King Japan will be a key sponsor of the PJF Pickleball Japan Open Sasebo in Nagasaki.
The tournament will take place at the Sasebo Sports and Culture Center in Sasebo City, Nagasaki Prefecture between June 20th and 22nd.
Burger King will also serve as the title sponsor for the inaugural PJF Pickleball Japan League (PJL) BURGER KING® CUP, Japan’s first international team league tournament.
The “PJF Pickleball Japan League (PJL) BURGER KING® CUP” will feature level-based competitions catering to advanced, intermediate, and beginner players, as well as dedicated divisions for corporate teams, students, and professionals.
It will take place between August 11th and 14th at the Ariake Tennis Forest Park in Ariake, Tokyo.
The establishment of a team-based league in Japan mirrors the structure of professional pickleball in the United States, where Major League Pickleball (MLP) has been established.
With the number of pickleball players and local groups rapidly increasing across Japan from 3,000 in 2023 to over 10,000 by December 2024, the PJL aims to foster greater interaction and strengthen bonds among players from different regions of Japan.
Through this collaboration with the Pickleball Japan Federation, Burger King Japan hopes to raise awareness of pickleball in Japan and expand the player base throughout the country.
Source: PR Times
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