In a groundbreaking move, Trulieve Cannabis Corp. has become the first official cannabis sponsor of professional pickleball, marking a significant step in the integration of cannabis within mainstream sports. This partnership, established with the United Pickleball Association (UPA)—the governing body of both the Carvana Pro Pickleball Tour and Major League Pickleball—was announced in August 2024. While financial details remain undisclosed, Trulieve’s agreement includes exclusive sponsorship rights and opportunities for branding and digital engagement throughout various events.
The collaboration comes at a pivotal moment, coinciding with the surging popularity of pickleball and the growing acceptance of cannabis as a mainstream product. Trulieve will sponsor twelve major events across the PPA Tour and MLP, covering states such as Arizona, Florida, and Georgia. The sponsorship kicked off with the CIBC Atlanta Slam in September and will extend into 2025, highlighting Trulieve’s commitment to markets where it has a strong retail presence.
Gina Collins, Trulieve’s Chief Marketing Officer, emphasized the company’s aim to promote the wellness benefits of cannabis to a diverse audience of athletes and spectators. This partnership provides a platform to educate individuals about how cannabis can aid both professional and amateur athletes, as well as those seeking natural wellness alternatives. The vibrant environment of pickleball tournaments serves as an ideal venue for sharing knowledge and encouraging broader acceptance of cannabis.
Jeffrey Watson, Senior Vice President of Marketing and Communications for the PPA Tour, noted the strategic alignment of Trulieve’s mission with the health-conscious community surrounding pickleball. The goal is to showcase cannabis as a therapeutic option for pain management, joint recovery, and anxiety relief. The partnership not only seeks to enhance awareness of cannabis benefits but also aligns with the increasing interest in holistic wellness within the athletic community.
Since its inception in 1965, pickleball has evolved from a casual family game to one of the fastest-growing sports in the United States. Recent reports indicate that approximately 13.6 million players now participate, with a staggering 51.8% growth from the previous year. This surge in popularity has led to the development of numerous leagues and events, creating a vibrant ecosystem for both amateur and professional players. As pickleball continues to expand, the merging of the PPA and MLP under the UPA banner signifies a new era for the sport, enhancing its visibility and appeal.
The sponsorship from Trulieve offers a unique opportunity to engage with a diverse demographic of fans and players. The company is also working on a new line of wellness products, Momenta Active, designed for high-intensity athletes. Collins highlighted the importance of educating consumers about cannabis, aiming to demystify its use and promote its potential benefits. The focus is on positive engagement, with branded giveaways enhancing the experience for fans while adhering to regulatory standards governing cannabis marketing. Overall, this partnership exemplifies the evolving landscape of professional sports, where wellness and recreational products converge to create new avenues for engagement and education.