Anna Leigh Waters appears to be parting ways with her longtime sponsor, Paddletek, and the internet wants to know: Where is she going?! In this post, I’m breaking down who’s in the running, who’s out of the running, addressing the Nike rumors, and speculating just how many Benjamin Franklins this landmark deal is going to be worth, wherever she ends up signing.
Is It Officially Over with Paddletek?
Pretty much. Anna Leigh Waters is now nowhere to be found on the Paddletek website, and that doesn’t happen by accident. It also doesn’t happen if there’s a long time left on the contract, so I’m assuming that the Paddletek contract ends tomorrow, December 31st, 2025.
The Hunt for the Next Paddle Sponsor
Anna Leigh’s next paddle sponsor will need three things: Fat Stacks, a top-of-the-line paddle, and prestige and intangibles. Only a handful of existing brands could realistically shell out the amount necessary to sign ALW: Joola, Selkirk, Franklin, Adidas, Wilson, Vulcan, and Paddletek could probably afford her.
Joola: The Frontrunner
Joola is the frontrunner in the chase. They have incredible paddles and probably control the most market share. They can afford to pay Anna Leigh Waters the bag, but will she want to risk playing second fiddle to Ben Johns? Ben is the face of Joola and has a lifetime deal with them.
Selkirk: Out of the Running
Selkirk has the money but seems to be divesting from the pro game. They have shifted their strategy of not renewing contracts and not sponsoring top players who have these high-level, overpaid deals compared to other sports. Additionally, Selkirk hasn’t created a top-of-the-line paddle in the pro game for as long as I’ve been a pro pickleball player. So, Selkirk is out.
Franklin: Unlikely
Franklin has the money and Anna Leigh would instantly become the face of the pickleball brand. However, do they have the prestige? They have a solid reputation for value but not for being top-of-the-line. Anna Leigh and Leigh love their luxury brands like Gucci. I’m putting Franklin as “unlikely.”
Adidas: Out
Adidas has established themselves as a legit pickleball brand, but are the paddles reliable enough at this point? Probably not, so Adidas would need to allow Anna Leigh to use whatever paddle she wants while they work on developing her signature paddle. Adidas is out.
Wilson: Out
Wilson has dabbled in pickleball, and they have money and prestige, but they’re missing the paddle piece. It would be a situation similar to Adidas, so Wilson is out.
Vulcan: A Maybe
Vulcan pickleball is interesting. They’ve been acquired by Stack Athletics and the Chaifetz group. They have a strong ecosystem, but would run into the same problem as Adidas and Wilson: They wouldn’t have a paddle ready in time. I’m leaving them as a maybe.
Paddletek: Unlikely, But Possible
Paddletek has the money, prestige, and the paddles that Anna Leigh has used to accumulate her medals. Anna Leigh might become a free agent but find her way back to Paddletek eventually. Unlikely, but possible.
The Nike Rumors
Nike is rumored to be sniffing around the sport. A Nike sponsorship would entail clothing. Anna Leigh parted ways with Fila, making her a free agent for clothing, but is Nike really going to get into equipment? Nike might partner with an established paddle brand, providing clothing, design, and branding while the brand provides the paddle.
Two other options are becoming a free agent or starting her own paddle company. A high risk, high reward play.
Breaking Ground: An 8-Figure Deal
Wherever Anna Leigh signs, it’s going to be a groundbreaking deal. 8 figures. Ben likely makes more than 7 figures annually with Joola, and Anna Leigh will almost certainly earn more. It’s going to be a 3-year deal at the very least, meaning I think she’s going to take home at least $10,000,000 guaranteed.
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