Jobs in Singapore: “Meet the Singaporean putting Asia on the global pickleball map”

UPA is the parent company of the Professional Pickleball Association (PPA) Tour and Major League Pickleball (MLP). Its Asia hub is headquartered in Singapore, where Kimberly Koh and her team are growing the sport across the region — from creating opportunities for professional players to getting more people involved at the community level. PPA Tour Asia has quickly become one of the region’s leading professional pickleball circuits. We speak to Kimberly about pickleball’s popularity and building a career in sports marketing.

Q1. Tell us more about UPA Asia’s focus in Singapore and what you do as Managing Director.

At UPA Asia, our goal is to create a clear path for elite pickleball players while growing the sport and making it a great experience for players, fans, and the community. Singapore is the core of our operations in the region – and for good reason. The deep talent pool in the sporting industry here, the ease of travel, and the strong business environment all made it a natural choice as our regional base.

Since the launch of UPA Asia in 2024, our team has grown to 15 people, including experts in different areas – from tourism and football to squash and more – who are all contributing ideas on how to take the sport further. Take Jayden Goh, our Senior Commercial Manager, who brings a unique blend of public sector and commercial experience from his time at Deliveroo, SportSG and the hospitality industry to build partnerships that go beyond traditional sponsorships. Or Madeleine Lim, our Event Director, who spent 20 years in the football world with sports marketing agency SportFive and now channels her expertise into growing pickleball. We also work closely with partners to build a strong ecosystem that can sustain the sport’s growth.

In a typical week at work, you'll find me meeting with brands and partners to explore new opportunities, working with event organisers to put on great tournaments, speaking with media partners to share what we're doing at UPA Asia and catching up with our marketing and player services teams to get feedback on how we can do things better.

Q2. You’ve built a dynamic career in sports marketing, from table tennis to pickleball. How did you end up in this industry?

It was completely by chance. I’ve always liked marketing, and after I graduated from Nanyang Technological University’s business school with a major in marketing, I thought I'd end up in the fast-moving consumer goods or consumer electronics industry.

But right around graduation, the International Table Tennis Federation (ITTF) opened their Asia office in Singapore. A friend sent me a job description they posted and said, "Hey, you used to play table tennis in school for 10 years, and they’re looking for a marketing person. This could be an interesting opportunity for you.” The rest, as they say, is history.

Joining UPA Asia was also a happy accident. Another friend saw that I had left my previous role and asked whether I was interested in trying something new. That’s how I became UPA Asia’s first staff based in the region.

Q3. What do you think makes pickleball so appealing, and what's driving its explosive growth?

At its core, pickleball is easy to pick up. There's also something about it – whether it's the quirky name or the fact it blends three different racket sports – that makes people curious enough to give it a try. And once they do, they tend to love it and start introducing their friends and family to it, which naturally builds communities and relationships.

What also makes pickleball special is that it works for everyone, regardless of age or fitness level. You can play with pretty much anyone, from friends and family to even a random community group. On top of that, it's a great sport that keeps you fit and healthy, so it really does tick both the mental and physical wellness boxes.

There's a huge opportunity for pickleball's growth, especially in Asia, and we're excited to build it to its full potential over the next five to 10 years. The connection that friends build through sport is something that cannot be replaced by technology and devices. My hope is the sport keeps growing stronger, and that we continue to connect with fans and bring joy to their lives.

Q4. In your view, what does it take to make it in the sports industry?

Someone who can think on their feet and apply problem-solving skills. No two sporting events are the same, and you can't predict what's going to happen, so adaptability is important. Your role will evolve constantly, especially in a growing sport like pickleball, so people who need structure and certainty will find it difficult. While it’s hard work, there’s a lot of satisfaction in seeing the final match being played and concluding an event.

Underpinning this is passion and resilience. There’s a common misconception that working in sports is glamorous – people see the events, courts, and athletes, but they don't see the enormous amount of operational work that happens behind the scenes, long before any event or broadcast goes live. Travelling for work might seem great too, but there’s a lot of sacrifice that comes with that much travel. You only ever see the venue, hotel, and airport, and barely anything else! So you have to genuinely love what you do, or the people you work with, to sustain through all of that. Without that passion, it's a very hard industry to stay in for the long run.

Relationship skills are key as well. This is a significantly smaller industry than most, and everyone knows everyone, so knowing how to build and maintain those relationships is what gets things done. For young professionals looking to build a career in the industry, my advice is to be confident and reach out to people already in the field to get a chance to try your hand at it. On that note, we’re always on the lookout for people who are interested in the sporting business (extra points if you are passionate about pickleball)!