A sport named for a vegetable has an official fruit.

Blueberries have been tapped as the official fruit of Major League Pickleball (MLP), thanks to a partnership between the league and the U.S. Highbush Blueberry Council (USHBC).

“One in five adult Americans, or 48 million people1, play or have tried pickleball – and its popularity is growing each year at a rate of 64%,” according to the council. “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.”

Blueberries’ partnership with MLP encompasses a comprehensive national marketing promotions program that spans 11 events in as many markets across the country.

It kicked 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 has also launched a National Blueberry Month campaign to further boost consumption and excitement around pickleball, which included hosting special activities during MLP’s mid-season tournament July 10-14 in Grand Rapids, Mich.

This article is an excerpt from the August 2024 issue of Supermarket Perimeter. You can read the entire Berries feature and more in the digital edition here.