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Inside the Business of the World’s Fastest Growing Sport | Victor Cui | Tank Talks Asia
Episode Description
In this episode of Tank Talks Asia, Manisha Tank is joined by Global Sports Executive, Victor Cui, to talk about how he’s bringing the EPIC World Championship (the world’s first large-scale amateur international pickleball tournament) to Singapore and why pickleball’s accessibility is fueling its rapid growth.
Drawing on nearly three decades of experience in sport, Victor also discusses the economics of sports participation, the evolving Olympic model, and why the next generation is redefining how sport fits into modern lifestyles.
Featured Voices
Host: Manisha Tank
Guest: Victor Cui, Global Sports Executive, Co-founder of ONE Championship and founding partner of EPIC World Championship
Key takeaways
- Victor believes pickleball’s inclusivity is helping to drive its global rise, because it allows players of different ages, abilities, and backgrounds to compete together.
- He says pickleball surged in North America first, but that Asia will be the sport’s next growth wave due to its large population and accessible infrastructure.
- Victor explains how the EPIC World Championship introduces a poker-style prize pool that grows as more players enter the competition.
- He states that the future of sports events is experiential, which is why EPIC aims to offer food, music and other social experiences on the sidelines of the competition.
- Victor talks about how sport is evolving, as younger generations increasingly view sport and wellness as social and lifestyle activities, rather than purely competitive pursuits.
Chapter heads
00:26
The Pickleball Boom
An introduction to why one of the fastest-growing sports in the world is attracting both passionate fans and vocal critics in Singapore.
02:58
The Origin of EPIC
Victor Cui explains how conversations with friends sparked the idea for the EPIC World Championship, and how players qualify.
05:52
A New Kind of Prize Pool
He details the innovative poker-style model behind the prize purse, which grows as more players enter.
07:20
F1-Style Event Energy
Victor says EPIC aims to be more than just a pickleball tournament, and talks about how the competition will combine sport with music, food, and festival-style entertainment.
09:01
When Sports Meet Urban Living
He explains how EPIC is trying to balance pickleball’s popularity, at the same time as responding to concerns about noise and community impact.
11:06
The Business of Participation Sports
Victor notes that low barriers to entry and being able to use shared infrastructure make pickleball economically very attractive.
14:29
Why Youth Sports Culture Differs by Region
He reflects on how attitudes toward youth sports differ between North America and Asia.
16:31
Do the Olympics Still Matter?
Victor discusses how the Olympic model is evolving to deliver legacy value and stronger commercial partnerships.
20:18
The Integrity Challenge in Modern Sports
He says the growth of sports betting is changing the risks and governance of professional competition.
22:14
More Irons in the Fire?
To conclude, Manisha asks Victor what we can expect from him next.
Useful links
https://epicworldchampionship.com/
https://www.singaporepickleball.com.sg/
https://www.ft.com/content/e0d8801b-e8f6-4b58-9d2d-814469f358fe
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Tank Talks Asia is an AsiaWorks production.