What’s the Score?
Following a successful debut, the GRAZIA Pickleball Tournament is set to return for its second season on January 24, 2026, in Kuala Lumpur, Malaysia. Hosted at the Pickle Social Club in Bukit Kiara, the event is carving out a unique niche by blending competitive sport with high-end lifestyle elements. The tournament will feature a mixed doubles format that transitions from round-robin group stages to knockout brackets, catering to both serious competitors and social players. In a move that highlights the event’s social focus, sponsor Drinks Connexion will be serving cocktails throughout the day, ensuring the “social” in Pickle Social Club is well represented.
Hit it deeper!
The GRAZIA Tournament distinguishes itself by prioritising the “experience” of pickleball as much as the athletics. The venue, Pickle Social Club, was founded by Mark Choo with a specific mission: to make the sport community-driven and accessible. The tournament format reflects this inclusivity. Teams compete in a group stage played to 15 points, after which the field splits into a “Winner Cup” for the top performers and a “Consolation Cup” for the rest, ensuring that everyone gets meaningful matches regardless of their skill level.
As the brackets narrow, the intensity increases, with the semi-finals and finals shifting to a best-of-three series. However, the atmosphere remains distinctly cosmopolitan. The integration of lifestyle brand GRAZIA and a beverage sponsor suggests a target audience that views pickleball as a social hub—a place to see and be seen, network, and enjoy a cocktail between rallies.
The World Pickleball Verdict
The GRAZIA Tournament is a prime example of pickleball’s unique commercial appeal. Unlike tennis or golf, which often have rigid traditions, pickleball is malleable enough to be branded as a lifestyle event. By partnering with a fashion/lifestyle publication like GRAZIA, the organisers are signalling that pickleball is trendy, urban, and upwardly mobile.
This approach is vital for the sport’s longevity in urban centers like Kuala Lumpur. It attracts a demographic that might not join a traditional sports league but is drawn to the social currency of a well-curated event. The verdict? Season 2 proves that the “party at the net” concept is a winning formula, turning a sports tournament into a must-attend social calendar event.
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…
View All Articles →
