Dive Brief:

  • Major League Pickleball (MLP) has named Margaritaville as identify sponsor and presented new branding as “MLP by way of Margaritaville,” in line with information shared with Marketing Dive.
  • The hospitality corporate based by way of Jimmy Buffett will broaden fan activations and immersive leisure for the league. Margaritaville situated itself as a “motive force” at the back of pastime within the game, with over 30 pickleball courts throughout its places.
  • Margaritaville has served because the identify sponsor of the US Pickleball National Championships since 2018 and is the professional accommodation spouse of the Professional Pickleball Association (PPA). The tie-up follows MLP restructuring amid increasing emblem process across the game.  

Dive Insight:

Margaritaville, which operates accommodations, eating places, retail shops and extra, is shoring up an affiliation with pickleball during the MLP partnership. The deal caps off a banner 12 months for the paddle game, which has observed an explosion of shopper pastime and, following that development, deeper funding from manufacturers.

A press unencumber said that the identify sponsorship is “one of the vital biggest industrial offers ever” for the MLP, even though monetary phrases weren’t disclosed. The Margaritaville announcement dropped forward of the MLP Premier Level draft Thursday, which was once broadcast at the Tennis Channel. 

Margaritaville credit itself with growing traction for pickleball in go back and forth and hospitality over the last 5 years. That’s partly due to over two dozen courts at its places, together with the Latitude Margaritaville active-living communities. 

Along with its paintings with the PPA and nationwide championship, the Jimmy Buffett emblem has been a spouse of pickleball’s U.S. Open in Naples, Florida, since 2017. There could also be an professional line of Margaritaville paddles and tool from the sports-equipment corporate Head. 

“It’s thrilling to be a part of pickleball’s endured good fortune and evolution, so we stay up for protecting the momentum going with Major League Pickleball and the league’s one-of-a-kind occasions and bold selection of workforce house owners, gamers, and bosses,” stated John Cohlan, CEO of Margaritaville, in a press observation. 

MLP brings on a identify sponsor because it implements a brand new league structure for subsequent 12 months. Tweaks have an effect on the group’s promotion and relegation gadget and introduce expanded prize cash of as much as $5 million. 

Pickleball nowadays is considered as one of the vital fastest-growing sports activities within the U.S., with just about double the collection of gamers from 5 years in the past. A big portion of the sport’s tens of millions of fanatics are over 65, in line with trade findings cited in NPR.  

As venues fight to stay alongside of surging call for, the game has received prefer with big-name advertisers. Anheuser-Busch InBev, a big sponsor of the NFL and occasions just like the FIFA World Cup, remaining month got an MLP workforce beginning with the 2023 season and secured a founding partnership with the MLP. Vizzy, a beverage owned by way of rival Molson Coors, previous turned into the professional laborious seltzer of the PPA excursion.

supply By https://www.marketingdive.com/information/pickleball-margaritaville-sponsor-sports-marketing/638974/