Pickleball hailed as the fastest-growing sport in the United States, continues its meteoric rise with a significant milestone in 2025. Major League Pickleball (MLP), the premier professional coed team league, has announced a groundbreaking multi-year title sponsorship with DoorDash, rebranding the league as “MLP by DoorDash.” This partnership, unveiled on April 3, 2025, marks a pivotal moment for the sport, aligning it with a powerhouse in the food and grocery delivery industry. As of April 5, 2025, this collaboration is already generating buzz, promising to elevate pickleball’s visibility and fan engagement to new heights.
In this article, we’ll dive into the details of this sponsorship, its implications for Major League Pickleball, and how it reflects the sport’s surging popularity. From the financial scope to the perks for fans, here’s everything you need to know about MLP’s rebrand with DoorDash.
What the MLP by DoorDash
The partnership between Major League Pickleball by DoorDash is more than just a name change it’s a strategic alliance designed to amplify the sport’s reach and appeal. DoorDash, a San Francisco-based delivery giant, replaces Margaritaville as MLP’s title sponsor, signaling a shift toward a more dynamic, consumer-focused brand synergy. The league, now officially called “MLP by DoorDash,” will see DoorDash’s branding integrated across team uniforms, event signage, and digital platforms.
This deal, described as the largest sponsorship in MLP’s history, spans three years through 2027 and is valued in the seven-figure range annually. It underscores pickleball’s growing commercial viability and DoorDash’s keen interest in tapping into the sport’s expanding fanbase. With MLP events kicking off in late April 2025 in Orlando, Florida, and culminating in the finals in New York City later this year, the DoorDash partnership promises to bring fresh energy to the league.
Why DoorDash Chose Pickleball
DoorDash’s decision to sponsor Major League Pickleball aligns with its broader sports marketing strategy. Since 2020, the company has established itself as the “official on-demand delivery platform partner” for the NBA, WNBA, and MLS, alongside deals with individual teams and leagues like Canada’s Northern Super League. Adding MLP to its portfolio reflects DoorDash’s recognition of pickleball’s explosive growth and its appeal to a diverse, engaged audience.
According to the Sports & Fitness Industry Association (SFIA), pickleball boasted 19.8 million players in the U.S. in 2024 a 43% increase from the previous year making it the fastest-growing sport for the fourth consecutive year. This surge presents a golden opportunity for brands like DoorDash to connect with millions of players and fans. As George Killebrew, Chief Revenue Officer of MLP’s parent company, United Pickleball Association (UPA), noted, “If we can take a fraction of the people that are playing the game and turn them into DoorDash customers, or have some loyalty to DoorDash, you’re winning the game.”
Key Features of the MLP by DoorDash Partnership
The DoorDash sponsorship isn’t just about slapping a logo on jerseys it’s a comprehensive collaboration packed with innovative activations. Here’s a breakdown of the key elements:
| Feature | Details |
|---|---|
| Title Sponsorship | MLP rebranded as “MLP by DoorDash” for three years, through 2027. |
| Financial Scope | Seven-figure annual deal, the largest in MLP history. |
| Branding Integration | DoorDash logos on team uniforms, behind baselines at events, and across digital platforms. |
| Event Perks | Exclusive fan experiences, including food pickup zones and DashPass member benefits. |
| Promotions | Free jar of pickles with $12+ grocery orders for DashPass members (April 3–15, 2025). |
| Finals Sponsorship | DoorDash as the official title sponsor of the 2025 MLP Finals in New York City. |
- Fan Engagement: DoorDash is rolling out promotions like seat upgrades, gift cards, and themed food offerings at MLP events, enhancing the live experience.
- Player Benefits: Pros like Gabe Tardio have already showcased the perks, such as free pizza deliveries, hinting at more surprises for athletes and attendees.
- Community Focus: The partnership aims to “integrate DoorDash into fans’ and players’ everyday lives,” according to a company spokesperson.
This multi-faceted approach mirrors DoorDash’s successful sports partnerships, positioning MLP alongside bigger leagues like the NBA and MLS in terms of sponsorship prestige.
The Evolution of MLP’s Sponsorship Journey
Major League Pickleball’s sponsorship landscape has evolved significantly since its inception. Before DoorDash, Margaritaville held the title sponsorship from 2022 to 2024, bringing a laid-back, tropical vibe to the league. The late Jimmy Buffett, Margaritaville’s founder and an avid pickleball player, helped cement the sport’s cultural foothold in travel and hospitality. However, DoorDash’s entry marks a shift toward a more mainstream, tech-driven brand identity.
The transition reflects MLP’s maturation as a professional league. With high-profile team owners like LeBron James, Patrick Mahomes, and Naomi Osaka, and a merger with the Carvana PPA Tour in 2023 backed by $75 million from SC Holdings, MLP is no longer a niche startup it’s a serious player in the sports industry. DoorDash’s involvement elevates this status further, aligning pickleball with household-name sponsors.
How This Impacts Pickleball’s Growth
Pickleball’s trajectory as a cultural and commercial phenomenon is undeniable. The sport’s accessibility combining elements of tennis, badminton, and ping-pong has fueled its appeal across age groups, with participation soaring 159% since 2019. The DoorDash sponsorship amplifies this momentum by:
- Boosting Visibility: DoorDash’s marketing muscle will expose MLP to a broader audience via its app, social media, and event activations.
- Driving Revenue: The seven-figure deal provides financial stability, supporting prize money (up to $5 million in 2025) and infrastructure growth.
- Attracting Talent: High-profile sponsorships signal to athletes that pickleball is a viable career path, drawing top-tier competitors.
As Killebrew aptly put it, “The scale of this is growing leaps and bounds.” The partnership positions MLP to capitalize on pickleball’s mainstream ascent, potentially rivaling established sports leagues in popularity and sponsorship value.
What Fans Can Expect in 2025
The 2025 MLP season, starting in Orlando and concluding in New York City, will be a showcase of the DoorDash rebrand. Fans attending events can look forward to:
- Enhanced Viewing Experience: DoorDash branding on baselines and uniforms, plus live-stream integrations.
- Exclusive Offers: DashPass members can snag perks like free pickles (through April 15, 2025) and event-specific discounts.
- Interactive Activations: Food pickup zones and surprises teased by players, blending pickleball with DoorDash’s delivery ethos.
The season’s Premier and Challenger Level champions will be crowned at the DoorDash-sponsored finals, promising a high-stakes spectacle in Central Park. This fusion of sport and brand experience aims to deepen fan loyalty and attract new enthusiasts.
The Bigger Picture: Pickleball and Corporate Investment
DoorDash’s sponsorship is part of a broader trend of corporate investment in pickleball. Brands like Anheuser-Busch (Atlanta Bouncers) and Lotto (Brooklyn Aces) have bought into MLP teams, while the PPA Tour boasts its own title sponsor, Carvana. This influx of capital reflects confidence in pickleball’s staying power, with MLP alone generating $50 million in revenue in 2024 (excluding team revenues).
For DoorDash, the partnership is a calculated move to cement its presence in the sports marketing arena. Renaldo Chapman, DoorDash’s VP of Brand and Creative, emphasized, “MLP by DoorDash is all about bringing fans closer to the game,” hinting at more “unforgettable moments” to come.
Conclusion
The rebranding of Major League Pickleball with DoorDash as its new sponsor is a game-changer for the sport. Announced on April 3, 2025, and active as of April 5, 2025, this multi-year, seven-figure deal marries pickleball’s grassroots charm with corporate firepower. It’s a testament to the sport’s rapid evolution and a harbinger of its future as a mainstream entertainment juggernaut.
For fans, players, and marketers alike, “MLP by DoorDash” promises a fresh chapter of growth, excitement, and of course pickles. As the 2025 season unfolds, watch how this partnership reshapes the pickleball landscape, one delivery at a time. Whether you’re a die-hard player or a curious newcomer, this sponsorship is worth cheering for.
