Pig and Pickle Stays in the Game as Tennis Comes to a Close
Across Melbourne’s iconic sports precinct, along the winding banks of the Yarra River, and through the heart of the CBD, summer has once again transformed the city into a vibrant celebration of sport, food, wine, and culture. From packed stadiums and pop-up events to alfresco dining and riverside gatherings, Melbourne thrives in the warmer months—and this season, one fast-growing sport is carving out its own place in the spotlight: pickleball.
Blending the best elements of tennis, badminton, and table tennis, pickleball has rapidly evolved from a niche pastime into a social and sporting phenomenon. At the centre of this movement in Australia is the National Pickleball League (NPL), the sport’s governing body, which is driving nationwide growth through city-based venues, community clubs, and the NPL Pro Tour. Helping fuel that momentum is an unlikely but fitting partner—the drink of the summer and official wine of the NPL since 2023, Squealing Pig.
To understand why pickleball and Squealing Pig have become such a natural match, we sat down with NPL CEO Ron Shell, who has had a front-row seat to the sport’s rapid rise. According to Shell, pickleball’s appeal lies in its rare ability to combine competitiveness with accessibility, structure with spontaneity, and athleticism with social connection.
“Pickleball taps into something people have been craving,” Shell explains. “It’s fun, inclusive, and easy to pick up, but it’s still engaging enough to keep players coming back. People don’t feel intimidated stepping onto a court, and that’s a big part of why the sport is exploding.”
Nowhere is that energy more evident than in Melbourne’s South Melbourne, where The Jar has emerged as the city’s first dedicated indoor pickleball centre. Over the summer months, its courts have been buzzing with activity, welcoming locals, interstate visitors, and curious first-timers alike. The venue has become a social hub for the sport, hosting everything from casual matches to themed events such as Pickle & Prosecco nights—where post-rally celebrations often include a glass of Squealing Pig wine or a refreshing Squealini spritz.
These events capture the essence of pickleball’s growing culture: playful, social, and community-driven. For many players, the appeal isn’t just about winning points—it’s about shared moments, laughter between rallies, and the simple joy of being active together.
Globally, pickleball’s growth is nothing short of remarkable, with an estimated 100 million players worldwide. Australia is riding that same wave, and Shell has ambitious plans for the sport’s future locally. Today, around 160,000 Australians play pickleball, but the NPL is aiming to grow that number to one million players within the next three years.
“The momentum is undeniable,” Shell says. “We’re seeing interest from all age groups and backgrounds. Tennis fans are discovering pickleball at tournaments and venues around Melbourne, and many are surprised by how quickly they fall in love with it. Seeing that crossover during the summer—especially around major tennis events—has been a real highlight.”
As pickleball’s popularity grows, so too does the NPL’s network of partnerships, which are helping to create more courts, more competitions, and more opportunities to play nationwide. These collaborations are central to the league’s mission of embedding pickleball into Australia’s sporting landscape—not just as a competitive sport, but as a lifestyle activity that fits naturally into everyday life.
That lifestyle connection is where Squealing Pig comes in. Known for its bold personality and approachable style, the wine brand has become synonymous with relaxed social occasions, making it a seamless partner for a sport built around connection and fun. As the partnership between the NPL and Squealing Pig has evolved, so has the brand’s offering—most notably with the introduction of Squealini, a spritz range designed specifically for warm weather and shared moments.
Created with summer in mind, the Squealini collection features six playful flavours, including passionfruit and vanilla, ripe raspberry, and fuzzy peach. Light, refreshing, and easy to enjoy, the spritzes have become a favourite among NPL players and fans, offering a simple way to mark the moment between games or unwind after a session—always enjoyed responsibly.
TWE Director of Supply Technology and Innovation, Jodie Rowlands, has been part of pickleball’s Australian journey from the early days. A regular player with friends at her local club through the Elite Pickleball Club, Rowlands has seen firsthand how the sport brings people together.
“What I love about pickleball is that it strikes the perfect balance,” she says. “It’s competitive enough to be interesting, but relaxed enough that everyone feels welcome. You don’t need years of experience or elite fitness—you can just show up and have a go.”
For Rowlands, that welcoming spirit mirrors the values behind Squealing Pig itself. “We don’t take it too seriously,” she adds. “It’s about staying active, catching up with friends, and enjoying the moment. That playful, ‘give it a go’ attitude is exactly what Squealing Pig represents.”
From TWE’s perspective, the NPL partnership sits naturally alongside Squealing Pig’s broader involvement in cultural and community events across Australia. The brand has long aligned itself with experiences that celebrate togetherness, creativity, and inclusivity—qualities that are increasingly defining modern sport.
As Melbourne’s summer rolls on, pickleball courts continue to fill, glasses continue to clink, and new players continue to discover why this sport has captured so many hearts. The invitation from the NPL and Squealing Pig is refreshingly simple: keep the rally going.
Step onto a pickleball court. Bring together friends, colleagues, or family. Share a laugh, a rally, and maybe a chilled Squealini at the end of it. Whether you come for the sport, the social side, or the summer vibes, it won’t take long to understand why so many people are falling for both the Pig and the Pickle.
In a city that lives and breathes sport, food, and culture, pickleball has found its moment—and it’s only just getting started.
Source Link:https://www.tweglobal.com/
