Paddles & Pot: The Controversial Cannabis Sponsorship in Pickleball

Trulieve Cannabis Corp. is making waves by becoming the first cannabis sponsor in professional pickleball through a deal with the United Pickleball Association. The sponsorship supports 12 major events, promoting the wellness benefits of cannabis to both athletes and fans. However, it raises questions on the compatibility of cannabis with sports traditionally centered on physical health, and while Trulieve is strategically engaging with pickleball’s rapidly growing audience, the mix of cannabis and athletics remains contentious.

Trulieve’s presence includes branded giveaways but remains strictly within legal markets, avoiding direct product distribution at events. The PPA Tour’s VP of Marketing, Jeffrey Watson, likens the sponsorship to alcohol partnerships, stating they follow state regulations precisely, but the lack of drug testing in pickleball leaves the door open for further debate. With sports organizations historically scrutinizing cannabis, the partnership challenges perceptions on the substance’s place in professional sports while adding a unique sponsorship twist to pickleball’s development.

For Trulieve, pickleball events provide access to a health-conscious crowd, aligning with its efforts to market cannabis as a wellness resource. Collins from Trulieve emphasizes the brand’s focus on education and destigmatization, seeing this as an opportunity to cultivate “canna-curiosity” among spectators. Yet, as professional leagues shy away from strict regulations, the real impact on sports sponsorships and the cannabis industry’s reputation in athletics remains to be seen.