Their Favorite Pickleball Paddle? Or Just the One That Pays Them the Most?

It’s a crisp Saturday morning, and you’re scrolling through Instagram, pausing on a video from a local pickleball player. They’re mid-swing on a vibrant court, clutching a sleek, neon-trimmed paddle, their grin as infectious as the sport itself. They say: “This paddle’s a game-changer, it’s my absolute favorite! The spin is unreal, and it’s got so much more power. Grab yours with my code POWER10 for 10% off!”

Comments flood in—players asking about power, and durability. You’re tempted. This player dominates your local courts, their dinks and drives the stuff of legend. If they swear by this paddle, it must be the real deal.

But there’s a catch. Nowhere in the post does it mention whether the player was paid to promote this paddle, received it for free, or earns a commission on every sale through that discount code. Is this truly their favorite paddle, or just the one that pays them the most?

This article reveals the hidden game behind the game that many players are unaware of.

The Pickleball Boom: A Market Ripe for Influence

With over 700 paddle manufacturers vying for market share, competition is fierce. Brands like Joola, Selkirk, CRBN, Paddletek, and Gearbox dominate, each pushing innovative designs to capture consumer attention. To stand out, companies increasingly turn to influencer marketing, leveraging professional players, local stars, and social media personalities to sway purchasing decisions. From top pros who share instructional content and personal stories, to social influencers these voices hold significant sway, especially among beginners seeking guidance.

To tap into this influence, paddle companies have embraced affiliate marketing and ambassador programs. These programs are mutually beneficial: brands gain exposure, and influencers earn money or free gear. For example, CRBN Pickleball’s Ambassador Program provides 50% off paddles, discount codes for followers, and commissions on sales. Selkirk’s program established in 2019, enlists community influencers, including social media personalities and advanced players, to promote their brand. A Reddit user pondering the value of being a paddle ambassador asked, “Is it worth it from a side hustle perspective?” . The question highlights a critical tension: when financial incentives drive endorsements, transparency becomes essential to maintain consumer trust.

The Power of Micro-Influencers

Within the realm of influencer marketing, micro-influencers—those with 1,000 to 10,000 followers—play a significant role in pickleball due to their perceived authenticity and close connections with their audience. Studies in sports marketing show that micro-influencers often achieve higher engagement rates than their macro counterparts, with accounts having fewer followers consistently showing higher interaction levels (Influencer Marketing Hub). In pickleball, a local coach sharing paddle recommendations on Instagram can sway players at nearby courts, making their endorsements particularly valuable. However, like all influencers, they must disclose any financial ties to brands to maintain trust and comply with FTC regulations, ensuring their recommendations remain credible.

The Pressure of New Releases: The Paddle Conveyor Belt

The pickleball paddle market is characterized by a relentless cycle of new releases, with brands like Joola and Selkirk introducing new models frequently to stay competitive. For instance, Joola launched its Pro IV series in 2025, including the Perseus, Hyperion, Scorpeus, and Magnus shapes, following earlier models like the Gen 3 series, which faced controversy over USA Pickleball certification. Selkirk’s LABS division has released multiple projects, such as Project 008, building on earlier innovations (Selkirk LABS). In early 2025, several brands, including CRBN, Selkirk, and 11SIX24, launched new models within weeks of each other in January and February, creating a concentrated period of releases.

This rapid pace creates pressure on influencers and web sites to promote each new model as their “favorite,” often to maintain affiliate earnings or ambassador status. While some new paddles introduce genuine advancements —others may offer only incremental updates or cosmetic changes. While some players understand that a discount code is linked to a financial kickback, many do not.

Players report mixed experiences with upgrades; some note significant improvements in control and power, while others find the differences subtle, depending on their play style. This variability makes it essential for influencers to provide honest assessments, helping consumers determine whether an upgrade is warranted.

The Values Dilemma in Influencer Marketing

In pickleball’s vibrant community, influencers are pivotal in guiding players, especially beginners, toward equipment choices. Yet, as their platforms grow, they face a values dilemma: balancing the authenticity that earned their audience’s trust with the financial pressures of lucrative brand deals. Many influencers start with a genuine passion for the sport, sharing tutorials, reviews, and personal stories that resonate deeply. This authenticity fosters trust, a cornerstone of pickleball’s community spirit.

However, as their visibility increases, brands offer sponsorships, affiliate commissions, or free products, which can be tempting, especially for those relying on content creation for income. The need to support themselves or their families can lead influencers to promote paddles they don’t fully endorse, risking their credibility. For instance, the pressure to hype a new paddle release, like those flooding the market every month, can push influencers to prioritize earnings over honesty, especially if they fear losing brand partnerships.

Multiple ambassadors we spoke to (who asked to remain anonymous) shared issues with ambassador programs and pressure from members of the affiliate team.

“They wanted glowing reviews only. I once mentioned a flaw in the grip and got a call from the company asking me to delete the post”, another said.

A study in the Journal of Business Research found that perceived authenticity significantly influences consumer trust and purchase intentions. When influencers disclose partnerships transparently and provide balanced reviews, they maintain trust. Conversely, undisclosed endorsements or overhyped promotions can erode this trust, alienating followers who value the sport’s integrity. The FTC’s 2023 Endorsement Guides mandate clear disclosures of material connections, such as payments or free products, to prevent deception, emphasizing the legal and ethical stakes (FTC Endorsement Guides).

“At first, I genuinely loved the paddle. But once the brand started pushing me to post monthly ‘favorite paddle’ updates, I realized it wasn’t about honesty—it was about sales” another said.

Contract Breaches and the Question of Authenticity

The case of professional player Quang Duong illustrates how endorsement contracts can complicate authenticity. Duong, under contract with Selkirk until April 2025, sparked controversy by using a Proton Series Three paddle during a January 2025 match, despite his obligation to use Selkirk equipment. This was part of multiple breaches, including using JOOLA paddles and auctioning unreleased Selkirk prototypes, leading to a cease and desist letter from Selkirk along with a statement from the company on their web site about the contract breach.

This incident highlights a critical issue: just because a pro or influencer promotes a paddle on camera doesn’t mean they use it off-camera. Duong’s mid-match switch suggests he preferred the Proton paddle, casting doubt on his Selkirk endorsement’s sincerity.

Such discrepancies can mislead consumers, particularly beginners, who may purchase paddles based on endorsements that don’t reflect true preferences. In tennis, players have used painted rackets to mask using non-sponsored equipment, a practice that undermines credibility. In pickleball, where fairness is paramount, such actions can erode trust and affect competitive play if non-compliant paddles are chosen.

The Impact on Beginners

For pickleball’s 36.5 million players, many of whom are beginners, undisclosed endorsements can have significant consequences. New players often rely on influencers to guide their equipment choices, as paddles vary widely in weight, shape, and performance. A paddle hyped as “the best” by an influencer might not suit a beginner’s skill level or playing style, leading to frustration and a steeper learning curve. For example, a power-focused paddle endorsed by top pros, may be too advanced for a novice prioritizing control. A Reddit user noted, “I bought a paddle based on an influencer’s recommendation, but it felt too heavy for my game. I wish I’d known they were sponsored”.

Facebook groups often become a playing ground for shady tactics from those who have signed up to affiliate programs. You might read a question thinking it’s legitimate “what’s the best paddle for control?”. In reality it’s the same person with multiple accounts sharing both the question and the answer with their code. Consumers should be aware that brand new accounts with little history in many cases are fake.

Is that top 10 you just read a true objective review or is it based on what sells the most via an affiliate promotion link or behind the scenes deal? Consumers should be aware of what could be going on so they can make better decisions.

Building Brand Trust

For brands, transparency is not just a legal obligation but a strategic advantage. Companies that enforce clear disclosure policies and partner with influencers who share their values can build stronger, more loyal customer bases. A Forbes article notes that partnering with influencers who align with a brand’s ideals increases authenticity and fosters trust. Unilever’s former marketing officer, Keith Weed, emphasized this in 2018, committing to purge partnerships lacking transparency. In pickleball, brands which sponsor top players, can enhance their reputation by ensuring clear disclosures.

The Culture of Integrity in Pickleball

Pickleball’s charm lies in its community spirit—courts buzzing with laughter, camaraderie, and fair play. Ethical marketing aligns with these values, ensuring that the sport remains welcoming and trustworthy. Vlad Dobrynin, CEO of Humans, states, “Brands and influencers who comply with transparency guidelines aren’t just avoiding sanctions, they are taking steps that consumers want them to take. Honest reviews, even when sponsored, build more trust than overhyped endorsements, with 92% of consumers trusting influencers more when they disclose partnerships (Influencer Marketing Hub).

Best Practices for Ethical Endorsements

To address these ethical concerns, the pickleball community can adopt best practices for transparency, drawing from FTC guidelines and successful examples in other industries:

• Clear Disclosures: Use hashtags like #ad, #sponsored, or #paid at the beginning of posts, ensuring they’re hard to miss. For video content, disclosures should be both visual and audible, repeated if necessary (FTC Disclosures 101).
• Honest Reviews: Provide balanced reviews, highlighting pros and cons, even when sponsored. This builds credibility and helps players choose suitable paddles.
• Brand Accountability: Train ambassadors on disclosure requirements and monitor their posts for compliance. The FTC recommends periodic reviews of influencer content (FTC Endorsement Guides).
• Consumer Awareness: Look for disclosures and support transparent influencers. Checking the USA Pickleball approved paddle list ensures purchases meet tournament standards (USA Pickleball).
• Platform Support: Use “paid partnership” labels on Instagram and TikTok.
• Community Engagement: Report violations to the FTC at ReportFraud.ftc.gov and support USA Pickleball in developing ethical marketing guidelines (USA Pickleball).

The Value of Ambassadors, Done Right

Influencers and ambassadors are indispensable to pickleball’s growth, introducing new players to the sport and sharing strategies. But their influence is most effective when grounded in honesty. Transparent endorsements resonate more deeply, fostering long-term loyalty. As one player noted, “I trust influencers who tell it like it is—warts and all. It makes me feel like they’re on my side”.

Raising the Bar for Pickleball

Pickleball’s rise is a testament to its universal appeal, but its future depends on maintaining the trust and integrity that define its culture. The rapid pace of paddle releases, the allure of affiliate programs, and contract breaches create ethical challenges, but they also present an opportunity. By embracing transparency, the pickleball community can ensure that endorsements reflect genuine enthusiasm, not just financial gain.

Brands should lead by example, putting affiliates through ethics training which is monitored by completion of the training and a signed contract vs simply sharing training or none at all. This requires the use of different software in most cases but is available. Wistia shows how much of a video has been watched and can be hosted in platforms that show completion by user. Example training videos of good and bad practices could be provided along with a video submission before affiliate approval, training positive behavior and pre-frames authentic content moving forward. Then the contract is signed. This sort of system would likely reduce affiliates but increase standards especially if the brand leads with honesty based culture first and invites the affiliate to be able to be honest without negative consequences.

Disclosure policies and partnering with influencers who share their commitment to honesty. Influencers should disclose material connections early and often, using clear language like and provide balanced reviews that serve their audience’s needs.  

Pickleball is more than a sport—it’s a community built on trust, accessibility, and joy. By raising the bar for transparency, the industry can ensure that every paddle recommendation is as honest as a well-placed dink, keeping the game fair and the spirit alive.