How did the Madtown Pickleball Open become Wisconsin’s largest outdoor pickleball tournament?
Let's take it back to the beginning. The year was 2020. As the world sought new ways to stay social safely, who knew that pickleball would emerge as such a strong national pastime?
The Madison Area Sports Commission did.
“We were on hiatus from hosting IRONMAN Wisconsin, a world-class event we’d welcomed since 2002,” says Brandon Holstein, Senior Sports Account Manager at the Madison Area Sports Commission (MASC). “As much as we missed bringing thousands of their athletes and fans to our capital city, it gave us time to explore what sports were trending—and where Madison’s offerings may have been lacking. We knew pickleball was rising in popularity and the Professional Pickleball Association had just been established, so we got to work.”
Pickleball officially started in 1965, but it wasn’t being played in all 50 states until 1990. And although the sport grew steadily, it was another 18 years before the USA Pickleball Association published the Official Tournament Rulebook. In 2022, a major milestone took place: the first-ever Pickleball World Championships drew major media coverage. Which was perfect timing for launching the inaugural Madtown Pickleball Open (MPO).
Starting from Square One
On July 14, 2022, the first players took to the courts at Wyndham Hills Park in Sun Prairie. “It may have been beginner’s luck, but launch day could not have been better,” says Holstein. “It was picture-perfect weather, and Mayor Rhodes-Conway was there to welcome media and athletes alike as we officially opened four brand-new courts for four great days of competition and camaraderie. In that moment, all of the heavy lifting to get this tournament off the ground was 100% worth it.”
In the beginning, there were new community leaders to meet. Key partnerships to make. Format decisions and pricing to set. Every aspect was a balance of leveraging what the team already knew about running tournaments—and learning what they didn’t know.
Holstein recalls, “The biggest challenge was getting comfortable just taking the risk and trusting our gut instincts. It gave us great insight and respect into what our clients do every day when managing key events that they host in our city.”
With nearby Sun Prairie signed on as a host and SSM Health as a Presenting Sponsor, the 2022 Madtown Pickleball Open welcomed 250 players, who were also able to make registration donations to the MASC Youth Grant program. In total, MPO has contributed more than $25,000 to this Destination Madison Foundation program, which connects youth in need with sports programs that build lifelong health benefits, teamwork and leadership skills.
Serving up Success
By all accounts, year one gave the green light to build on the event for 2023—and beyond.
“Pickleball is a game for everyone,” says Holstein, “which perfectly matches Madison’s mantra of ‘all are welcome’ in every sense—and that includes sports.” The simple premise of “grab a paddle, grab a partner” reinforces accessibility and the response has been record-breaking: In 2023, registrations grew by 50% to 375 players. In 2024, registrations grew to 407 players. Now, in its fourth year, the Madtown Pickleball Open is expected to draw up to 500 competitors.
Through years of dedicated effort and community outreach, the tournament has grown into Wisconsin’s largest outdoor pickleball tournament.
How the MPO Is Evolving in 2025
Each year of hosting the MPO results in new ideas and lessons learned for the MASC.
"Beginning this year, we will be spacing out bracket start times in 4-hour increments, beginning at 8 a.m. each day with a max of 12 teams per bracket," says Holstein. "In the past, timelines had become somewhat compressed, so we wanted to make changes that ensured more games and less of a rush to finish."
In addition to expanded timelines that will allow for greater court efficiency, the MPO team itself has expanded with the addition of Rickey Chernik, Events Manager. Chernik oversees the logistical execution of MPO and ensures an exceptional participant experience for all.
When asked what audiences and opportunities he hopes to pursue this year, Rickey responds, "Pickleball continues to be the fastest-growing sport in the U.S., attracting an increasingly younger audience each year. Our goal is to elevate this event to reflect the sport's evolving trends while delivering a premier experience for every participant. By expanding the tournament's reach and impact, we aim to uphold its status as the largest pickleball tournament in Wisconsin, highlight our valued community partners and set new fundraising records for the MASC Youth Sports Grant.
What other exciting new changes can players expect to see this summer?
For the first time, the MPO will feature all round robin-style brackets and play. There is also a four-game guarantee that maximizes matches and allows more time on the court. Additionally, the team is working with new food/beverage and sponsorship vendors who will be on-site all weekend long for the tournament, ready to provide convenient amenities for players and spectators.
The Secret to Signature Events
Heading into year four of the tournament, Holstein and his team acknowledge it’s more than “beginner’s luck” that’s buoying this tournament. Adding the Madtown Pickleball Open to its existing slate of Signature Events reinforces MASC’s reputation for chasing goals, working hard, being collaborative and getting creative.
“Our plans to grow and scale the MPO, push boundaries, stay innovative and keep building partnerships,” he says. “All of that with an eye on investment in our local sports community. We want every kid to have the opportunity to participate in sports, whether they prefer pickleball, more classic competitive sports or want to try their hand at whatever the next emerging sport may be.”
Which begs the question: what is the next emerging sport that MASC plans to add to its Signature Events lineup?
“The sports commission is always on the lookout for new opportunities and emerging sports. Some to look out for in the future include Ultimate Frisbee, Futsal, Backyard Marathons and Criterium bike races.”
Register for the 2025 MPO!
MPO, Wisconsin’s largest outdoor pickleball tournament, will return on July 11–13, 2025. Whether you’re a seasoned pro or a beginner, this doubles tournament promises an action-packed, competitive experience for adult players ages 18+. Registration closes July 4, so grab a partner, grab a paddle and sign up today.
