This Energy Drink Brand Hosted a Backyard Pickleball Tournament for Charity

Upon entering Dobrik's abode, guests were greeted with a branded CELSIUS pool photo op and a bar area to pick out their favorite branded merch.Photo: Emma McIntyre/Getty Images for CELSIUSSign up here to get BizBash Sports delivered straight to your inbox with steal-worthy event inspiration, top takeaways from the hottest sporting events, updates about live and virtual events, and so much more.

LOS ANGELES—Pickleball isn't just your grandparents' sport anymore. Take it from CELSIUS: The energy drink brand partnered with YouTube star and influencer David Dobrik at the end of August to put on its first-ever pickleball classic in LA. The bracket-style tournament—with celeb players like Taylor Lautner, Olivia Culpo, and Matt James—was held Aug. 25 in Dobrik's backyard. 

"CELSIUS was inspired to activate around a pickleball tournament because it has become the fastest-growing sport in the U.S.," said Kyle Watson, executive vice president of marketing at CELSIUS. "Our brand partner, David Dobrik, just recently installed a pickleball court in his backyard and has become a frequent player. It seemed like a perfect fit at the perfect time to do our first tournament with David."

Upon entering Dobrik's abode, guests could (of course) grab a CELSIUS, and they were greeted with a branded CELSIUS pool photo op and a bar area to pick out their favorite branded merch. A life-size pickleball paddle and branded bleachers, created by Sunami Fabrication, kicked the theme into high gear. Guests could then sip on CELSIUS mocktails while watching the competition heat up.

Tournament participants competed for a $50,000 donation on behalf of CELSIUS to a charity of their choice. Dobrik and Lautner ended up at the top of the podium, with the donation going to Lautner's charity of choice, The Lemons Foundation. At the end of the event, CELSIUS announced donations would be made to all participating teams’ charities.

One of the event's biggest challenges, Watson said, was the location. Yes, hosting an upscale event or brand activation in a residential home can certainly add a wow factor and air of exclusivity, but it can up the amount of complex logistics. 

"Making guests feel like they were being transported somewhere out of an LA backyard was no easy feat," Watson explained. "Planning each touchpoint out meticulously, in what area of the backyard, and [determining] what was absolutely needed for the event was a great way to overcome [that challenge]. We made sure to use every inch of the space in a purposeful way, including adding additional viewing areas to help guests be able to get involved in the competition."

Watson's advice for other planners: Don't shy away from real-time feedback. "One of the best takeaways for us was getting to talk to the attendees and hearing their feedback directly," she said. "Listen to your guests and their feedback; it will help make for better events in the future. Even if guests just mention what they like, it will result in better feedback going forward."

Keep scrolling for more details and insights from the CELSIUS Pickleball Classic...