What’s the Score?
The most significant equipment sponsorship saga in professional pickleball has concluded with a blockbuster announcement. After a seven-year tenure that defined her rise to stardom, World No. 1 Anna Leigh Waters has officially parted ways with Paddletek to sign a long-term partnership with Franklin Sports. The 18-year-old phenom will debut as a Franklin athlete at the Carvana PPA Masters, wielding a new paddle from the C45 series. This move reshuffles the power dynamics of the pickleball industry, placing the sport’s most marketable athlete with one of its most established legacy brands.
Hit it deeper!
For weeks, the “picklesphere” was rife with speculation regarding Waters’ next destination. Industry insiders and fans debated potential landings at heavyweights like JOOLA or Selkirk, or even challengers like Holbrook. However, Franklin Sports a company with deep roots in the general sporting goods market secured the deal, reportedly offering a contract worth millions.
This partnership is strategic on multiple levels. For Franklin, it represents a return to the pinnacle of the sport. The brand previously sponsored Ben Johns during his ascent to the No. 1 ranking, and while they have maintained a roster of talented players like J.W. Johnson and Parris Todd, they lacked a singular “face of the sport” figure since Johns’ departure to JOOLA in 2022. By signing Waters, Franklin reclaims that mantle.
The deal goes beyond a simple logo placement. Waters is set to co-design a signature line of products, including bags and accessories. Her weapon of choice will be a prototype from the C45 Carbon Fiber series named the “Aurelius” (Latin for “golden”), featuring her signature crown logo and a 12.7mm widebody frame designed for power and speed.
Crucially, the partnership is built on a “shared vision for international growth”. Franklin has already begun aggressive overseas marketing, recently sending athletes to Malaysia, and Waters is expected to headline similar global tours. This aligns with Waters’ stated desire to expand her brand and the sport beyond North American borders.
The World Pickleball Verdict
This is a massive win for Franklin Sports and a calculated evolution for Anna Leigh Waters. While brands like JOOLA and Selkirk have dominated the recent “paddle wars” with massive roster spending, Franklin has proven it has the capital and the technology to compete at the very top.
For Waters, this moves her from being a “pickleball star” to a “global sports athlete.” Franklin’s distribution channels extend far beyond niche pickleball retailers, potentially putting her face in big-box stores worldwide. The choice suggests that at this stage in her career, Waters values a partner who views her not just as a tournament winner, but as the vehicle for taking the sport to new international markets. The “Aurelius” era has begun, and the pressure will now be on Franklin to ensure their technology can keep up with the world’s best player.
Chris Beaumont
Founder and Editor-in-ChiefChris Beaumont is the founder and Editor-in-Chief of World Pickleball Magazine. Chris follows the global game closely, reporting on the latest news, developments, stories and tournaments from all five continents. He also hosts the World Pickleball Podcast, interviewing people at…
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