{
  "id": 13591946,
  "title": "Pickleball's rising tide: Media Prima plays the long game",
  "url": "https://urgent.news/2026/10/11/pickleballs-rising-tide-media-prima-plays-the-long-game",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-11T00:30:39.000Z",
  "source": {
    "name": "New Straits Times",
    "slug": "new-straits-times",
    "url": "https://www.nst.com.my/lifestyle/sunday-vibes/2026/10/1552816/pickleballs-rising-tide-media-prima-plays-long-game"
  },
  "original_language": "en",
  "account": "Media Prima Berhad Group managing director Datuk Mohd Rafiq Mat Razali took up pickleball for the first time and found himself playing several times a week. He credits the sport's accessibility and social appeal for its growing popularity in Malaysia. The PPA Asia 1000 Leapmotor Kuala Lumpur Cup 2026, held from September 9 to 13 at The Hood in Kuala Lumpur, was organized with Media Prima as the official media partner, highlighting the sport's growth potential. Rafiq emphasizes the sport's inclusivity, stating that anyone can start playing quickly and it brings people together across various social circles. Media Prima sees an opportunity to introduce pickleball to Malaysians and build a stronger connection beyond broadcasts. United Pickleball Association Asia (UPA Asia) managing director Kimberly Koh believes that turning initial curiosity into lasting participation is key to pickleball's sustainability. She advocates for developing high-performance coaches, clear pathways for professional players, and introducing the sport to children early. Rafiq hopes that through wider exposure, more young Malaysians will start playing and potentially compete internationally. The Kuala Lumpur tournament serves as a platform for competition and visibility, while Media Prima's role is to help bring the sport closer to the public through various platforms, fostering both watching and playing experiences.",
  "summary": "When Media Prima Berhad Group managing director Datuk Mohd Rafiq Mat Razali first picked up a pickleball paddle, he was hardly what one would call a sporting enthusiast.",
  "key_points": [
    "Datuk Mohd Rafiq Mat Razali started playing pickleball weekly after trying it.",
    "PPA Asia 1000 Leapmotor Kuala Lumpur Cup 2026 organized with Media Prima as official media partner.",
    "Media Prima aims to introduce pickleball to Malaysians and build stronger connections."
  ],
  "editors_take": "Media Prima's partnership in the PPA Asia 1000 Leapmotor Kuala Lumpur Cup 2026 signals a strategic move to capitalize on pickleball's growing popularity in Malaysia and build a deeper connection with the public.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}