The Pickleball Finals in San Clemente had a title sponsor nobody expected... Toys R Us.

Parent company, WHP Global, didn't pick this matchup by accident. Pickleball is the fastest-growing sport in America, and the audience sitting courtside is the exact demographic that buys toys for someone else: parents, grandparents, gift-givers with disposable income and active kids at home.

In this episode, Reilly Newman and Scott Saunders break down:

• How pickleball became a brand magnet in under five years
• The generational arbitrage hiding inside the Toys R Us sponsorship
• What founders and marketers can steal from the Toys R Us playbook on reaching two audiences with one bet

If you're building a brand and wondering where the next category-defining sponsorship play is hiding, start here.