The nation’s fastest-growing sport—pickleball—has attracted a growing number of brand sponsorships of late at tournaments, tours and festivals across the country. If you foresee your brand getting involved, check out these tips from Event Marketer on how to engage a crowd of “picklers”—from keeping it active to hosting standalone events to pickling with purpose.

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Hendrick’s Gin’s recently activated a multisensory, underwater spa experience in New York City. The event, according to a piece in Event Marketer, featured calming ocean sounds, aromatherapy, a mermaid sea sponge scrub and, true to the brand’s penchant for the peculiar, a plethora of odd sea creature characters.

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