Hang Seng Bank serves up pickleball fever with mall activation

Hang Seng Bank has launched a pickleball activation with interactive game zones and dedicated spectators in a shopping mall, making the sport more accessible to a wider audience.

This follows Hang Seng's role as title sponsor of the PPA Asia 1500, Hang Seng Bank Hong Kong Slam 2026 (PPA 亞洲職業匹克球巡迴賽 1500．恒生銀行香港大滿貫 2026). The campaign aims to build citywide excitement and encourage the public to join the celebration around this world-class sporting event.

Also known as "Hang Seng game on pickle-fest" (恒動全城 PICKLE-FEST), the campaign is developed in collaboration with creative agency VML, event agency Makeitloud and media agency EssenceMediacom, with TVB Elite Class and Sswagger as its key partners.

A spokesperson from Hang Seng Bank told MARKETING-INTERACTIVE that the bank, as the title sponsor, is building awareness through engaging public experiences, trial activities and community-focused initiatives.

Rather than relying on a single activation, the campaign has taken an integrated approach, combining social media content, influencer engagement, outdoor advertising and TV exposure. As part of the campaign, the pickleball activation at Tsuen Wan D·PARK, running from 19 to 27 September, features a free pickleball experience, booth games and photo spots for participants to enjoy and capture.

On the digital end, the social media content highlights the fun, inclusive and accessible nature of pickleball, while demonstrating how the sport can be enjoyed in a variety of settings. These activities aim to encourage more people across the city to experience pickleball for themselves. Together, these efforts are designed to generate excitement around the event, broaden public awareness and strengthen community connections.

Jordan Cheung, chief marketing officer at Hang Seng Bank, said: “We’re proud to be the title sponsor of the PPA Asia 1500, Hang Seng Bank Hong Kong Slam 2026. As Hong Kong’s leading local bank, Hang Seng has long supported the development of local sport and community participation. Our involvement goes beyond the tournament itself. Pickleball is a social sport that’s easy for people of all backgrounds to take up, and we want to bring the tournament’s excitement into communities across the city.”

“By giving people the opportunity to pick up a paddle, enjoy the game with friends and experience the sport for themselves, we hope to create meaningful connections, encourage more active lifestyles and share the fun of pickleball with everyone,” he added.

Don't miss: Blue Girl bets on wellness culture with sports-led light beer campaign

As sports grow increasingly popular among the local community, more brands are leveraging them to engage the wider public. Most recently, beer brand Blue Girl launched a pickleball activation and an indoor cycling activation, "Just hit it light," as part of its integrated campaign for its new low-calorie product, Blue Girl Light. The initiative invites the public to try one of Hong Kong's fastest-growing trendy sports.

Back in October last year, adidas also launched adi Pickleball Fest - a member-first activation that brought the America’s fastest-growing court sport to Hong Kong. Through an open-air court and a phased programme, it served as the anchor for adiClub Days, a special celebration held by adidas twice a year to reward members of its free membership programme, adiClub.

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