Businesses tap pickleball to fund clean-water projects

CEBU, Philippines — Pickleball is emerging as an unlikely vehicle for social-impact fundraising, as Waves For Water Philippines teams up with Onda Fit to turn the fast-growing recreational sport into support for clean-water projects.

The groups held “Dink for Water” at Thirsty Pickle on August 31, with a P350 participation fee donated to Waves for Water Philippines.

The event combined recreational play with fundraising and provided free drinking water to participants.

The partnership reflects a growing effort by businesses and non-profit organizations to integrate social causes into consumer and lifestyle activities, widening the pool of potential donors beyond traditional charity campaigns.

For Waves For Water, the initiative builds on its “Pilipinas4Water,” program, which channels donations into clean-water and disaster-response projects across the country.

The organization said its Philippine operations have reached more than 2 million people,  deploying tens of thousands of water filters, rainwater catchment systems and handwashing stations.

Onda Fit, meanwhile, is leveraging its pickleball community and digital platform to bring participants into the fundraising effort.

The event featured Waves For Water ambassador, former Miss Universe Catriona Gray, who has joined the organization’s clean-water missions in Siquijor and Cebu.

The collaboration highlights how businesses can use expanding consumer communities not only to grow markets but also to create new channels for social investment. — (FREEMAN)