Marketing a workout


Co-branded tournaments are an innovative way to engage with the active community. – Photos: Jameson/The Courts

PETALING JAYA: During the year-end holiday period last December, The Courts at KLGCC was a hub of activity. The orchestrator of this fun-filled atmosphere was Jameson who together with collaborators streetwear brand HPDC hosted the themed event, Jingle In The Court.

The event saw the reveal of an exclusive fashion capsule by both brands. Courtside, the action was aplenty with a mixed doubles tournament with 20 teams participating in the pickleball competition.

Since opening both The Courts and games like pickleball and padel have become a highly-appealing venue and a captivating marketing prospect for brands.

With these games rapidly surging in popularity, brands are now looking at this active space as a way to engage with a vibrant and active community.

An energetic playground

The Courts is home to a variety of activities such as padel, pickleball, yoga, pilates and spin. Since its launch the social and fitness venue has played host to over 20 diverse events ranging from branded activations to facility-wide engagements as well as community-driven tournaments.

Abdul Hazli Zainuddin, co-founder of The Courts opines that these activities as well as the venue appeals and stands out as a premier location for brand activations due to its diverse range of activities and dynamic environment.

“Unlike single-purpose venues, The Courts offers a multi-dimensional space with activities that appeal to various audience segments,” he adds.

“This variety ensures brands gain exposure across different demographics, maximising their reach and engagement. This allows brands tap into a unique platform that fosters meaningful interactions in a setting synonymous with active, health-conscious lifestyles.”

Active appeal

Thus far The Courts has already hosted an array of standout events as well as brand-specific collaborations that have solidified its appeal as a versatile and engaging venue.

Consistently drawing in lively crowds and combining fitness and social interactions in a fun, relaxed atmosphere, the space has attracted a wide variety of brands from banking to consumer technology and automotive brands.

Additionally, brand-specific events have seen companies booking out the entire facility to engage participants across multiple fitness and fun activities.

Operator-led mini-tournaments have also been a major highlight, fostering competitive excitement while providing an excellent platform for brands to connect with an active audience.

“This, combined with the potential for both on-site and digital exposure, makes The Courts an attractive choice for forward-thinking marketing initiatives,” states Hazli.

In terms of branding, there are also expansive opportunities including visible placements on courts, banners, and digital screens, ensuring maximum exposure.

“The venue’s experiential activations, such as product trials and sampling sessions, also allow brands to engage directly with participants and spectators,” he elaborates. “Beyond the physical space, events at The Courts are amplified through social media promotions, extending brand visibility to a broader online audience. This dual-layered approach – onsite and digital – provides brands with a holistic platform to enhance their marketability and visibility.”

Sports for all

According to Hazli, among the diverse activities available at The Courts, pickleball and padel have emerged as the most significant in attracting brand interest.

“Their growing popularity and the active, engaged communities they foster make them ideal platforms for brand activations.”

Additionally, The Courts’ ability to host these niche yet rapidly expanding sports adds to its appeal as a prime location for lifestyle-oriented marketing efforts.

Hazli elaborates that the venue provides a cost-effective platform for brands to engage with a premium audience.

“Considering the demographic it attracts – health-conscious, socially active individuals – venues like The Courts offer exceptional value for branding efforts,” he adds.

Additionally, the venue’s accessible pricing and flexible partnership packages ensure that brands of various scales can create impactful activations.

This affordability, combined with the high quality of the audience and opportunities for both physical and digital engagement, makes The Courts a worthwhile investment for any brand seeking to strengthen its presence.

Although opened for several months now The Courts’ appeal has shown no sign of dissipating says Hazli. He reveals that the space continues to see a steady increase in interest from brands eager to host tournaments and events.

“The venue’s reputation as a hub for active lifestyles and its proven track record of hosting successful activations has solidified its position as a go-to destination for marketing efforts,” he opines.

“As awareness grows, so does the number of brands recognising the value of partnering with The Courts to create meaningful, memorable experiences for their audiences.”

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pickleball , paddle , sport , recreation

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