Three months in, the automotive brand's first major Australian sporting investment now spans every layer of the country's fastest-growing sport, a full-ecosystem integration rarely seen from a new market entrant.
The National Pickleball League (NPL) and Leapmotor Australia (Leapmotor) today announced the expansion of their partnership, three months after Leapmotor became the first Official Automotive Partner in the history of Australian pickleball.
Where most category partnerships in Australian sport attach to a single asset, such as a team, a venue or an event, the Leapmotor agreement was structured as category-exclusive across the NPL's entire operation: its professional league, its owned venue network, its national events calendar and its membership base. Three months on, each of those layers is now live.
The partnership at a glance
- Members: NPL members nationwide receive six per cent off the Leapmotor range under the new Preferred Partner Program.
- Customers: Every Leapmotor customer receives NPL membership as part of their vehicle purchase, a first for the Australian market.
- Community: The Leapmotor Good Energy Award, a monthly award for community members who best embody the Leapmotor "So Much to Love" spirit, presented at The Jar Club.
- Events: The inaugural Leapmotor NPL Cup, the first naming-rights tournament of its kind in Australian pickleball.
- Venues: Integration across The Jar Club network, including The Jar South Melbourne and The Jar Maidstone.
- League: Presence across the 2026 NPL calendar, headlined by the ahm NPL Season Finals.
The Preferred Partner Program runs in both directions, trading value between two member bases rather than flowing one way. NPL members receive a six per cent discount on the Leapmotor range, while Leapmotor customers receive NPL membership, unlocking access to sessions, events and member benefits nationwide.
The Leapmotor Good Energy Award recognises members of the pickleball community who are down to earth, joyful, demonstrate good sportsmanship and make a positive impact on those around them. Public nominations are open from the 1st to the 21st of each month, with the first winner to be announced in September 2026.
The partnership's marquee moment arrives in November. The inaugural Leapmotor NPL Cup, a dedicated amateur tournament, will be played across 21 and 22 November 2026 at The Jar Maidstone, Melbourne, over nine championship courts, with registrations opening 1 September 2026.
Ron Shell, CEO of the National Pickleball League, said the structure of the deal was deliberate.
"A logo position has value, but the real impact comes from how you activate the partnership. We're focused on meaningful engagement rather than simply brand presence. Leapmotor bought into the whole ecosystem, the league, the venues, the events and the members, and then actually built things inside it. In three months together we have launched a member program that works both ways, a national community award, an inaugural tournament, and a brand presence across our biggest events of the season."
Pickleball remains Australia's fastest-growing sport, with the NPL's community now exceeding 30,000 members across Australia and New Zealand. For Leapmotor, a new entrant to the Australian market with 22 dealerships across the nation and backed by global automotive group Stellantis, the partnership provides an opportunity to engage with Australians through a sport that is social, inclusive and rapidly growing. The collaboration complements the brand's customer-focused approach as it continues to expand its presence in Australia.
Joanne Stogiannis, Marketing and Communications Director at Leapmotor Australia, said: "Pickleball's growth reflects a shift toward more accessible and active lifestyles, which aligns strongly with Leapmotor's brand and our approach to the Australian market. This partnership gives us the opportunity to engage with the community in meaningful ways, from member benefits and events through to grassroots participation, while supporting the continued growth of the sport. We were not interested in simply putting our name on a court. Being integrated across the whole sport lets us build something with the community rather than advertise at it."
