Trulieve Cannabis Corp. Makes Waves as First Cannabis Sponsor in Professional Pickleball
In an unprecedented move, Trulieve Cannabis Corp. (TCNNF) has boldly entered the realm of sports sponsorship, becoming the inaugural cannabis sponsor for professional pickleball leagues. This landmark partnership, unveiled in August, marks a significant collaboration with the United Pickleball Association (UPA), which oversees the Carvana Pro Pickleball Tour (PPA Tour) and Major League Pickleball (MLP). Although the financial specifics remain undisclosed, this innovative agreement grants Trulieve exclusive cannabis sponsorship status, coupled with ample branding opportunities and digital integration.
As the exuberant sport of pickleball experiences soaring popularity, Trulieve’s timing couldn’t be more opportune. Their involvement encompasses the sponsorship of 12 premier events across the PPA Tour and MLP, set in the vibrant states of Arizona, Florida, and Georgia, starting with the CIBC Atlanta Slam in September 2024 and extending into the following year.
Trulieve’s chief marketing officer, Gina Collins, articulated the strategy, emphasizing their focus on markets aligned with Trulieve’s extensive retail footprint. “As we delve deeper into the upcoming 2025 season and beyond, we are poised to explore sponsorship opportunities in additional regions,” Collins stated.
The partnership is not merely about visibility—it’s a crucial platform through which Trulieve aims to enlighten a vast audience of both athletes and onlookers on the wellness advantages of cannabis. “We’re enhancing awareness about how cannabis can serve as a valuable resource for professionals and amateurs alike, and for anyone seeking a more natural approach to health,” Collins stated, highlighting pickleball’s energetic and engaging setting as a prime opportunity for education.
Jeffrey Watson, senior vice president of marketing and communications for the PPA Tour, echoed this sentiment: “This collaboration serves as a strategic conduit to highlight the therapeutic merits of cannabis among an active, health-conscious community, particularly beneficial for those interested in pain management, joint recovery, or anxiety relief.”
Pickleball’s Unprecedented Boom: No Longer Just for Seniors
Since its inception in 1965, conceived by ex-Washington state congressman Joel Pritchard and his friends, pickleball has morphed from a familial pastime into a vibrant sport attracting participants from diverse age groups. Today, it’s a sensation that would astonish its creator.
According to the 2024 Sports & Fitness Industry Association (SFIA) Report, pickleball is surging in popularity, boasting around 13.6 million players in the U.S. alone—an astonishing 51.8% increase from 2022 to 2023 and a staggering 223.5% rise over three years. The availability of courts has similarly skyrocketed, with over 12,000 locations housing an estimated 44,094 courts across the nation.
A plethora of massive venues are blossoming daily to quench this insatiable thirst for play. For instance, the ambitious PURE Pickleball and Padel plans to erect the world’s largest pickleball facility in Scottsdale, AZ, featuring 48 expandable courts and a temporary stadium with a seating capacity of 5,000, set to break ground in 2025.
The Evolution of the Pro Circuit
As the allure of pickleball grows, the professional landscape is similarly evolving, with a myriad of local and national organizations flourishing. The mergers between the PPA Tour and MLP under the UPA umbrella have birthed a formidable entity in the pickleball arena, preserving individual competitive structures while maximizing synergy.
The PPA Tour, launched in 2019, stands as a competitive league featuring nearly 130 elite players vying for increasingly lucrative prizes. The upcoming 2024 season showcases 26 tour stops, culminating in a championship in San Clemente, CA, slated for December 4-8. The most accomplished players can rake in over $300,000 annually from winnings alone, excluding their individual sponsorships.
Watson emphasized the league’s commitment to ensuring top talent graces its events, paying appearance fees to attract the best players and guarantee compelling entertainment for fans and broadcasters alike.
A distinct component of the PPA Tour that draws partners’ interest is the inclusion of amateur players, with events engaging over 1,000 participants across all ages and skill levels, thus amplifying the sponsorship reach beyond pro athletes to a broader community.
Conversely, MLP operates as a team-based league, featuring 22 coed teams across two competitive tiers. With celebrity ownership from various sports and entertainment sectors, the league is set to conclude its current 11-game season with its quarterfinals in Dallas and semifinals/finals in Orlando this November.
This shared platform opens multiple avenues for Trulieve to connect with various audiences, aligning perfectly with their roll-out of new wellness products, aptly named Momenta Active, aimed at athletes like those engaging in high-intensity sports such as pickleball.
Educating and Engaging: A Refreshing Approach to Cannabis
Trulieve’s approach focuses on fostering positive dialogues about cannabis at pickleball events, ardently working to dispel the stigma surrounding the substance by providing informative resources and branded giveaways, ranging from paddles to shirts, enhancing fan experiences.
However, attendees should not expect product samples at these events—Trulieve operates within a strictly regulated framework, activating its marketing in legal jurisdictions only. In light of the increasing acceptance of cannabis in professional leagues, there are currently no plans for drug testing in either the PPA Tour or MLP.
Watson noted that logistic and financial resources required for a legitimate drug testing regimen are substantial, and thus far, there have been no signs of performance-enhancing drug use amongst pickleball players. Instead, the focus remains on ensuring equipment adheres to regulations, akin to challenges faced in professional golf.
A Harmonious Collaboration for Health and Wellness
The partnership between Trulieve and the expanding world of professional pickleball is a symbiotic alliance that champions wellness and recovery over mere recreational use. It allows Trulieve access to an engaged demographic—truly a win-win scenario.
“Education remains central to our mission at Trulieve,” Collins emphasizes, with the ultimate goal being to enlighten newcomers about the benefits of cannabis. “Every interaction that leaves individuals even slightly more curious about cannabis is deemed successful.”
As the worlds of wellness and sport converge, Trulieve is poised to lead the charge in redefining perceptions of cannabis, one pickleball match at a time.
