Major League Pickleball Signs Torch Beverages as Official THC Partner

The deal encompasses fan experiences, hospitality suites, and broadcast integrations across select league events, contingent on local regulations and venue policies. Torch Beverages, known for its hemp-derived Delta-9 THC seltzers, will promote its product line—including 5mg and 10mg options—at matches where such activations are legally permitted.

Ryan Bouton, Chief Marketing Officer for Torch, noted that the collaboration highlights a broader transition in consumer preferences. He stated that the partnership reflects a market where adults are actively seeking alternatives to traditional alcohol. John Giarrante, Senior VP of Business Development, emphasized that the brand aims to integrate into the post-match social environment where players naturally congregate. This alignment with Major League Pickleball, which operates under the United Pickleball Association, follows a trend of professional leagues diversifying their commercial portfolios to match evolving adult consumption habits.