Pickleball is no longer just taking over courts — it’s quietly taking over entire malls too. What started as a simple recreational experiment has evolved into one of SM Supermalls’ most strategic business shifts. Instead of treating pickleball as just another trend, the mall giant is using it to reshape how malls function, how long people stay, and what keeps them returning.
Key Takeaways:
- SM Supermalls operates 89 pickleball courts across 29 malls, with plans for over 100 by late 2026.
- Players extend their mall visits by at least two additional hours, significantly boosting spending on food, drinks, and retail.
- Pickleball is a major driver of experience-led foot traffic, attracting diverse generations.
- The strategy redefines mall success, focusing on community engagement and experience over traditional rental income.
The Unforeseen Ace: How Pickleball Transformed Mall Dynamics
Joseph Francis Silva, SM Sports and Leisure Centers senior assistant vice president for operations, revealed the impressive scale of this initiative. The company already boasts 89 state-of-the-art pickleball courts across 29 locations, a number set to surge past 100 by the end of 2026. This rapid expansion signals a firm commitment to the sport's long-term potential.
Beyond the Court: Driving Dwell Time and Dollars
The genius of SM Supermalls' pickleball venture extends far beyond mere court bookings. It’s about the ripple effect. Silva highlights a crucial metric: players typically remain within the mall for a minimum of two additional hours post-match.
A Boost for Every Tenant
During these extra hours, players are hydrating, dining, browsing sporting goods, and socializing. This directly translates to increased revenue for restaurants, cafes, and specialized retail outlets. In an era where e-commerce siphons transactional shopping, SM Supermalls offers an irresistible experience that online shopping simply cannot replicate.
A Sport for All Ages: Unlocking Unprecedented Appeal
One of pickleball's most compelling attributes, and a key factor in its success for SM Supermalls, is its unique cross-generational appeal. Silva proudly notes that it’s common to see three generations—grandparents, parents, and grandchildren—sharing a single court. This inclusivity is rare in sports and incredibly valuable for a mall aiming to attract the broadest possible demographic.
The Future of Retail: Experience Over Transaction
The traditional mall model, once dominated by anchor tenants and transactional shopping, faces immense pressure. SM Supermalls recognized this challenge and is actively leaning into the "experience economy." As Silva articulates, "Luxury now is not really on the product. It’s on the experiences."
This philosophy is reshaping internal metrics. Success is no longer solely measured by rental income. Instead, SM Supermalls now evaluates how sports infrastructure fosters a vibrant mall ecosystem, with packed courts and thriving communities becoming key indicators for future investment. The demand is undeniable: the new Four E-Com Center courts, opened May 1st, were fully booked through August within just two weeks.
Catalyzing a National Sport
SM Supermalls' ambition doesn't stop at enhancing mall visits. The company is actively building out coaching programs, expanding tournaments, and improving access to training. Their long-term vision is clear: to make pickleball a mainstream sport in the Philippines within five years, with SM as the primary catalyst.
By making the sport accessible, SM Supermalls believes it's paving the way for future champions while securing its own position as a visionary leader in retail innovation.
