Picture this: Willem Dafoe and Catherine O’Hara, in all their chaotic glory, trading smashes and dinks against an Olympic shot-putter, a basketball phenom, and an NFL legend on a brightly lit pickleball court. It’s loud, it’s intense, it’s pickleball.
That’s the teaser Michelob Ultra dropped this week for their highly anticipated Super Bowl 2025 commercial. If you think this is just another quirky ad, think again. This is pickleball’s moment.
The past year has been a whirlwind for the sport. It grabbed headlines when Taylor Swift casually mentioned playing pickleball with friends, sparking a frenzy among Swifties and sports fans alike. Then came her high-profile attendance at Kansas City Chiefs games, cheering on boyfriend Travis Kelce and inadvertently stealing the NFL spotlight. Her pickleball moment was no different, amplifying the sport’s growing appeal and introducing it to an entirely new audience.
At 11 PICKLES, we’ve been living and breathing pickleball long before the Super Bowl caught wind of it. Seeing our beloved sport in the spotlight, surrounded by Hollywood stars and world-class athletes, feels like a victory for the entire pickleball community. It’s a signal that pickleball has arrived.
Thanks to ads like these, millions more will finally see what makes pickleball so special: the energy, the camaraderie, and the sheer joy of being on the court.
Michelob Ultra’s Star-Studded 2025 Super Bowl Pickleball Ad
Release Date: February 9, 2025 (Super Bowl LIX)
The Premise: Actors Willem Dafoe and Catherine O’Hara face off against a powerhouse lineup of professional athletes, including basketball star Sabrina Ionescu, NFL legend Randy Moss, and Olympic shot-putter Ryan Crouser.
In the 15-second teaser, chaos reigns supreme. Dafoe’s signature intensity pairs hilariously with O’Hara’s deadpan delivery, as they attempt to outplay their opponents in a high-energy, beer-fueled showdown. The full minute-long ad promises more laughs, more chaos, and an even greater spotlight on the social magic of pickleball.
This isn’t Michelob Ultra’s first foray into blending sports and humor. Last year, they celebrated bowling. This year? Pickleball takes the crown. And we’re here for it.
Before Michelob Ultra, There Was E*TRADE: The “Picklebabies” Phenomenon
In 2024, E*TRADE delivered a Super Bowl moment that had everyone talking, laughing, and, most importantly, Googling “pickleball.” The ad, titled “Picklebabies,” featured a group of diaper-clad toddlers wielding paddles, engaging in an intense pickleball match against unsuspecting adults.
The concept was as absurd as it was brilliant. Imagine a tiny tot executing a perfect cross-court dink, complete with exaggerated slo-mo effects and dramatic commentary. The adults? Sweating bullets as they struggled to keep up with their pint-sized opponents.
But here’s the kicker: the toddlers weren’t just cute—they were good. One baby delivered a perfect serve, while another smashed a forehand so hard it knocked an adult's paddle clean out of their hand. It was ridiculous, over-the-top, and utterly unforgettable.
The commentary sealed the deal. A deadpan announcer proclaimed, “Pickleball: tennis for babies...and adults,” as the babies high-fived and the adults slumped in defeat. It was a perfectly timed punchline that left viewers both laughing and curious about the sport.
The “Picklebabies” ad tapped into something deeper.
- It connected across generations. The idea that pickleball is for everyone, from toddlers to seniors, struck a chord with audiences.
- It elevated pickleball’s status. Super Bowl commercials are a cultural thermometer, and this one screamed, “Pickleball is hot!”
- It turned heads, literally. Viewers weren’t just entertained; they were intrigued. Search trends for “pickleball” spiked immediately after the ad aired, with countless people wanting to learn more about the sport.
And while “Picklebabies” gave us a good laugh, it also left us with a message: pickleball is a movement—one that’s irresistible to everyone, whether you’re a diaper-clad toddler or a seasoned pro.
Why Pickleball Is Having Its Super Bowl Moment
Pickleball’s rise is about people craving community and getting out there. It’s about the cultural shift toward sports that are inclusive, social, and downright fun. Even if you’re managing an injury, you might be wondering, can I play pickleball with a torn meniscus? The good news is that pickleball’s low-impact nature can make it an option for players navigating physical limitations.
Its reach even extends to unique environments, like pickleball-prisons, where the sport is creating unexpected opportunities for connection and growth. And pickleball isn’t just limited to perfect playing conditions—many players ask, can you play pickleball in the rain? Understanding how weather affects gameplay and what precautions to take can help keep you on the court year-round.
If you’re looking for ways to celebrate the picklers in your life, check out our guide on pickleball gifts for him.
If you're new to the sport and want to gear up, check out our guide on the best pickleball rackets for beginners to get started with the right equipment. So when brands like Michelob Ultra and E*TRADE use their biggest ad spend of the year to showcase pickleball, they’re not just riding a trend—they’re defining it.
The Perfect Super Bowl Stage for Pickleball
Pickleball has all the ingredients to steal the show during a Super Bowl ad:
- Broad Appeal: With players ranging from Gen Z to Boomers, pickleball is a sport everyone can relate to.
- Explosive Growth: What started as a backyard hobby has ballooned into a sport played by over 4.8 million people in the U.S., with its market projected to reach $4.4 billion by 2033.
- Community Spirit: Pickleball is a social connector. The energy and camaraderie of the sport naturally translate to engaging storytelling in commercials.
More Investment in Pickleball Players
The Michelob Ultra and E*TRADE ads are just the tip of the iceberg. Behind the scenes, a growing number of global brands are investing heavily in pickleball.
- Federico Staksrud inked a groundbreaking deal with Adidas, cementing the sport’s legitimacy in the eyes of sports apparel giants.
- Anna Leigh Waters is redefining what it means to be a professional pickleball player, with earnings surpassing $3 million in net worth and brand deals from FILA to Paddletek.
- Catherine Parenteau partnered with Apple Fitness+, introducing pickleball workouts to an entirely new audience of fitness enthusiasts.
What’s Next for Pickleball?
The Super Bowl spotlight is just the beginning. From celebrity endorsements to grassroots tournaments, pickleball is poised to grow even bigger in the coming years.
At 11 PICKLES, we’re proud to be part of this journey. Whether it’s covering the latest headlines, celebrating rising stars, or connecting with our community, we’re here to keep the spirit of pickleball alive and thriving.
Explore more stories or shop our latest pickleball gear and apparel to show off your love for the sport.
