Trulieve’s Historic Pickleball Sponsorship Deal: In a groundbreaking move, Trulieve Cannabis Corp. (TCNNF) has become the first official cannabis sponsor of professional pickleball, marking a significant milestone in the sport’s growing commercial landscape. This innovative agreement, announced in August, aligns Trulieve with the United Pickleball Association (UPA), the parent company of the Carvana Pro Pickleball Tour (PPA Tour) and Major League Pickleball by Margaritaville (MLP). While financial terms of the deal remain undisclosed, Trulieve will enjoy exclusive cannabis sponsorship status, alongside branding and digital integration opportunities.
A Timely Partnership
As the popularity of pickleball rises, the cannabis industry continues its journey toward mainstream acceptance. This partnership arrives at an opportune moment, combining the growth of pickleball with the evolving perception of cannabis as a viable wellness product.
Trulieve’s sponsorship will cover 12 premier events across the PPA Tour and MLP, spanning states like Arizona, Florida, and Georgia. The partnership kicked off with the CIBC Atlanta Slam in September 2024 and is set to continue through 2025.
Focus on Wellness and Community Engagement
Gina Collins, Trulieve’s Chief Marketing Officer, emphasized the strategic nature of the partnership, stating,
“We are focused on key markets where Trulieve has a significant retail presence. As we learn more about the upcoming 2025 season and beyond, we are exploring sponsoring events in additional markets.” – (Gina Collins)
The goal of the Trulieve sponsorship is to promote the wellness benefits of cannabis to a wide-ranging audience of athletes and spectators. Gina Collins elaborated,
“We are fostering a broader awareness of how cannabis can serve as a resource for professional and amateur athletes alike, as well as those simply looking for a more natural approach to wellness. Fun and engaging platforms like pickleball tournaments allow us to share knowledge and broaden perspectives around cannabis wellness.” – (Gina Collins)
News in Brief: Trulieve’s Historic Pickleball Sponsorship Deal
Trulieve Cannabis Corp. has made history by becoming the first official cannabis sponsor of professional pickleball, partnering with the United Pickleball Association. The agreement includes sponsorship of 12 premier events across the Carvana Pro Pickleball Tour and Major League Pickleball, promoting cannabis as a wellness resource.
Kicking off with the CIBC Atlanta Slam in September 2024, the sponsorship aims to enhance awareness of cannabis benefits among players and spectators, with plans for expansion into additional markets.
ALSO READ: Salmon Arm City’s Pickleball Controversy as the Pickleball Club’s Repair Request Gets Rejected
