But those studying the NBA say change has been slower among referees, athletic trainers and in the front offices.
Sponsors have opened their checkbooks, and Washington state, where it was invented, named pickleball its official sport.
"The ramifications ... are vast," says Hannah Keyser, who covers baseball for Yahoo Sports.
Brody Ruihley, professor of sport leadership, discusses the impact of changing technology, legal betting and the passion of fantasy users.
Karate, skateboarding, sport climbing, and surfing are joining the Olympic elite.
Volunteers on the Atlanta Hawks' Zero Waste Squad help fans put compostable cups and plates and recyclable cans and bottles into the correct bins.
The Olympic gold medalist's move to the smaller activewear company focused on women may be a sign of new standards for sponsorships.
A wave of outrage over the Super League from fans, former players, heads of state and even British royalty put a stop to it.
For some, shutdowns created the perfect opportunity to have a baby without sacrificing opportunity.
Brands are having to rethink how to get home viewers' attention.