Crush Yard Scores $2M Investment for Pickleball & ‘Eatertainment’ Concept
Crush Yard’s media-for-equity deal comes as pickleball venues race to combine courts, cuisine and community to capture the sport’s explosive growth
For one franchise, pickleball isn’t just the fastest-growing sport in the U.S., it’s also turning into a play for media reach.
Crush Yard, a sports and dining entertainment venue with locations in Charleston, South Carolina and Orlando, Florida, has secured a $2 million media-for-equity investment from Mercurius Media Capital (MMC). The deal grants Crush Yard access to MMC’s media network, including TelevisaUnivision and AtmosphereTV, providing exposure across broadcast TV, streaming platforms and digital channels.
“Pickleball is the fastest-growing sport in the U.S., with over 36 million players, and its momentum shows no signs of slowing,” MMC founding partner Piyush Puri said. “Crush Yard isn’t just building courts; they’re building a brand and community with the potential to dominate the category. We look forward to helping them scale that vision nationwide.”
Founded and led by David Hack, Crush Yard offers indoor pickleball alongside classes, lessons, leagues, tournaments, dining and event space for corporate gatherings, team-building activities and private parties. Its investors include musician Wyclef Jean and Lyft co-founder John Zimmer.
“These world-class media companies and partnerships see the upside in Crush Yard’s model,” Hack said. “Our trajectory positions us to lead not only in pickleball but in the broader eatertainment space.”
A third and fourth location are planned for Nashville and Huntsville, Alabama, according to Crush Yard’s website.
Crush Yard’s raise comes as the pickleball gold rush continues to evolve well beyond courts. Competitors like The Pickle Pad, backed by Indoor Active Brands, are also rolling out entertainment complexes that incorporate pickleball with dining and social games, while Chicken N Pickle, backed by NFL stars Patrick Mahomes and Travis Kelce, has expanded to 13 locations with ambitions that stretch into hospitality and public court partnerships.
For MMC, the deal marks another example of media-for-equity investing, where ad inventory is exchanged for equity stakes in startups. The venture fund, launched in late 2023, has also partnered with several media platforms, including Sinclair Broadcast Group.