It describes itself as “a next-generation ‘eatertainment’ concept that combines America’s fastest-growing sport, pickleball, with chef-driven food, craft beverages, and a vibrant social atmosphere.”
Founded in 2023, Crush Yard is growing via a franchise model focused on “community, connection, and premium experiences on and off the court.” That’s convinced Sinclair Inc. to align its Sinclair Ventures arm with the brand.
Thanks to a just-announced strategic partnership with the parent company of Tennis Channel and Pickleball TV, Sinclair Ventures will become an official franchisee of Crush Yard. It builds on Sinclair Ventures’ existing investment in Crush Yard, and has already brought a franchise location to fruition with a location on Franklin Road in Brentwood, Tenn., within the Nashville metropolitan area.
As Sinclair sees it, it plans to bring “its deep expertise in sports broadcasting, branded experiential activations, and live event production to further elevate Crush Yard’s visibility and fuel its continued growth.”
As part of the collaboration, Sinclair will integrate Crush Yard into its widening portfolio of pickleball content, tournaments, and media activations.
“At Sinclair, we’ve seen firsthand how pickleball’s explosive popularity is reshaping the sports landscape,” said J.R. McCabe, Chief Business Officer at Sinclair. “Our growing partnership with Crush Yard allows us to extend that connection beyond the screen, creating real-world, experiential moments that mirror the energy and community we showcase through our platforms. This collaboration represents a meaningful step forward in the continued growth of both eatertainment and the sport itself.”
For Crush Yard founder and CEO David Hack, “Their commitment to growing the game, combined with their expansive reach in sports media, makes them an ideal collaborator. Together, we’re not just building pickleball venues—we’re building communities that celebrate connection, fun, and competition at every level.”
