May 13, 2024

Major League Pickleball declares blueberries its official fruit

The U.S. Highbush Blueberry Council (USHBC) announced its partnership with Major League Pickleball (MLP by Margaritaville) for their 2024 season, promoting blueberries as “the official fruit of MLP” among a rapidly growing base of pickleball fans.

One in five adult Americans, or 48 million people, play or have tried pickleball and its popularity is growing each year at a rate of 64%. By being the first-ever produce commodity to partner with the premier organization for professional coed team pickleball, USHBC aims to increase awareness of blueberries’ benefits among pickleball enthusiasts, encouraging them to eat more blueberries for a healthy and active lifestyle.

“Pickleball is a hugely popular sport that inspires excitement and passion – in the same way we know many people are superfans of blueberries for their deliciousness and health benefits,” said Kasey Cronquist, president of U.S. Highbush Blueberry Council. “There is tremendous opportunity to capture and grow this enthusiasm through our partnership with Major League Pickleball, which will come to life throughout the season and motivate consumers to grab a boost of blue, whether they’re a fan of playing pickleball, watching it, or both.”

Blueberries’ partnership with MLP encompasses a comprehensive national marketing promotions program that spans 11 events in as many markets across the country, kicking off with the season’s first event,MLP Atlanta (May 9-12).

USHBC advertising and messages encouraging consumers to Grab a Boost of Blue will appear in linear broadcast, streaming, courtside signage and on MLP’s social media channels, website and newsletter. Additionally, MLP’s VIP and player tents will feature blueberries for hundreds of onsite attendees to enjoy at events throughout the season.

To complement the sponsorship, USHBC will also work directly with pickleball influencers and players to create content that demonstrates how blueberries are a perfect partner to support nutrition for athletes and active lifestyles alike. Turnkey assets for retailers, including in-store merchandising and digital materials, will also be made available to amplify July promotions at point-of-sale, via social media, online and more.

USHBC will also launch a National Blueberry Month campaign to further boost consumption and excitement around pickleball, including plans to host special activities during MLP’s mid-season tournament taking place July 10-14 in Grand Rapids, MI. More details will be announced in the coming weeks.

For more information about MLP’s 2024 season, visit majorleaguepickleball.net. For blueberry information and inspiration, visit blueberry.org.