The U.S. Highbush Blueberry Council has partnered with Major League Pickleball for its 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%, according to a news release.
USHBC says it 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,” Kasey Cronquist, president of U.S. Highbush Blueberry Council, said in the release. “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, the release said.
USHBC says advertising and messages encouraging consumers to "Grab a Boost of Blue" will appear in linear broadcast, streaming and courtside signage as well as on MLP’s social media channels, website and newsletter.
Additionally, MLP’s VIP and player tents are set to 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 POS, 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, Mich.
For more information about MLP’s 2024 season, visit majorleaguepickleball.net. For blueberry information and inspiration, visit blueberry.org.