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Trulieve Cannabis Corp. (TCNNF) recently made history as the first official cannabis sponsor of professional pickleball. In August, the company announced an innovative agreement with United Pickleball Association (UPA), parent company of the Carvana Pro Pickleball Tour (PPA Tour) and Major League Pickleball by Margaritaville (MLP). Financial terms were not released, but the agreement gives Trulieve status as exclusive cannabis sponsor, and includes branding and digital integration.
The association is a timely one, as pickleball popularity continues to explode, while cannabis continues its evolution into a mainstream product. Components of the new collaboration include Trulieve sponsorship of 12 premier events across the PPA Tour and the MLP in Arizona, Florida, and Georgia, that began with the CIBC Atlanta Slam in September 2024, and will continue into 2025. “We are focused on key markets where Trulieve has a significant retail presence,” said Gina Collins, Trulieve’s chief marketing officer. “As we learn more about the upcoming 2025 season and beyond, we are exploring sponsoring events in additional markets.
The Trulieve sponsorship is based on promoting wellness benefits of cannabis to a large and diverse audience of athletes and spectators. Explained Collins, “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.” “It’s a strategic way to promote wellness,” said Jeffrey Watson, senior vice president of marketing and communications for the PPA Tour. “They (Trulieve) want to showcase the therapeutic benefits of cannabis with an active health conscious community, which our pickleball participants are. That can include adults who are interested in in pain management, joint recovery and possibly even anxiety relief.
Not Just for Seniors Anymore Since its invention in 1965 by former Washington state congressman and Lieutenant Governor Joel Pritchard and friends at his Bainbridge Island, WA home, pickleball has slowly gained momentum and transitioned from a casual family and senior-friendly sport, to one that attracts players and competitors of all ages. The “Father of Pickleball” would be amazed at the degree to which his new racquet sport has swept the nation.
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