sportstyle

Lotto Partners With Brooklyn Aces In June, Lotto announced a strategic partnership with the Brooklyn Aces, joining an ownership group that includes Kevin Durant, Rich Kleiman, Drake, Michael B. Jordan and others. Lotto became the first athletic brand to co-own a professional pickleball team and is now the team's official apparel sponsor with branding integrated into the Brooklyn Aces logo and on player apparel. APP Doubles Pro Pickleball Broadcast Coverage in 2024 e Association of Pickleball Players has embarked on its most robust distribution schedule ever, bringing live coverage of all 2024 APP Tour and select APP Signature Events to national television in broadcast agreements with CBS Sports, ESPN and FOX Sports. e 2024 schedule features double the live coverage from 2023, with more than 40 hours of live pickleball action and more than 200 hours of livestream coverage for three of the five competition days of every APP Tour event. APP Expands Partnership with OWL Sport In late-June, the APP announced an extension of its partnership with OWL Sport, the brand headlining USA Pickleball's Quiet Category for pickleball paddles. e deal makes the new OWL CK-40 ball the official and exclusive ball of APP UTR Sports Pickleball Leagues, APP Signature Events and APP Collegiate Events. APP Establishes the Fort as HQ and Training Facility Earlier this year, the APP announced plans for a permanent official home and training center at e Fort in Fort Lauderdale, FL. e facility, now under construction, will feature 43 courts—including 14 weatherproof courts—plus the world's first dedicated pickleball stadium. e facility is on track to open in December 2024. Boston Pickle Club to Expand Billing itself as Boston's premier indoor pickleball facility, Boston Pickle Club announced in July that it plans to open a facility in Norwell, MA. e expansion news follows on the heels of its successful grand opening of a venue in South Boston's Hyde Park this past April. e new 28,000-square-foot Norwell location, slated to open in Q4 2024, will include 10 indoor courts, reception and lounge and areas, a merchandise shop, and a performance training section. CURREX Becomes Official Insole of Major League Pickleball Major League Pickleball (MLP by Margaritaville) kicked off its 2024 season announcing CURREX insoles as its exclusive insole partner, designating CURREX PICKLEBALLPRO as the official shoe insole of Major League Pickleball. MLP features nearly 100 athletes across 22 teams, a unique coed format, with 11 total events across nine states and Washington, D.C. CURREX released its pickleball specific insole earlier this year with a design that is tailored to meet the unique demands of the sport while providing a highly personalized fit. e insoles feature superior grip, targeted forefoot and heel cushioning plus flexible arch support that comes in three distinct arch profiles. e insoles support lateral motion for quick on-court movement and more responsive play, creating effortless play that is ideal for professional and recreational athletes alike. n opened in Chandler, AZ. Aer a year of op- erations, the company was ready to expand nationally through franchising. Today, Pickleball Kingdom lays claim to being the world's largest indoor pickleball entity, and so far, it counts more than 5,250 courts and has awarded more than 350 franchises. Its clubs feature climate-controlled indoor courts, comfortable lounge areas and a variety of pickleball training programs, coaching and clinics, plus leagues and tournaments. In June, Pickleball Kingdom announced an exclusive partnership with e Kitchen, a leading pickleball media outlet. Ace Rodrigues, founder & CEO of Pickleball Kingdom, stated, "e Kitchen is the undisputed leader in pick- leball media. eir unparalleled reach and engagement will significantly amplify our brand, enabling us to connect with pickleball enthusiasts around the world like never before. is game-changing new relationship will drive the sport's growth and ensure more people have access to the exceptional facilities and experiences that Pickleball Kingdom offers." A Bright Future ere are many indicators pointing to a suc- cessful future for pickleball. Among them are increasing participation; growth of collegiate and international competition; as well as more, bigger and better pickleball facilities that will allow players to invest more time and money into the sport they love. Moreover, greater media and marketing coverage will help build aware- ness and enthusiasm, fueling further growth. "Pickleball will be an Olympic sport eventu- ally, and has the potential to be a demo sport in 2032," posits Webb of the APP. "As pickleball becomes an Olympic sport, it's inevitable that it will also become an NCAA sport. At its roots, pickleball is about equality—it's not a power game. Mixed doubles is a showcase sport. From an NCAA perspective, the sport provides op- portunities for both male and female players." However, Webb also points out that the rapid growth—especially in the paddle category— will inevitably lead to some consolidation in the market. But overall, he says, "I've never worked in a sport where so many people love what they're doing. It's a massive opportunity that will only continue to grow." n NEWS FROM THE KITCHEN & BEYOND sportstylemag.com • sportstyle July/August 2024 • 31

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