40M Pickleball Players Drive Once Upon a Coconut’s MLP Deal

Premium coconut water brand Once Upon a Coconut has been named the official Major League Pickleball (MLP) coconut water brand in a multi-year partnership to promote healthy hydration and sustainability in one of America’s fastest-growing sports. Announced on April 17, 2025, the deal positions the brand at the heart of MLP’s 10 regular-season events, playoffs, and the MLP Cup in November, beginning with the season opener in Orlando, Florida, from April 24–27, 2025.

Partnership Details and Brand Synergy

The collaboration will see Once Upon a Coconut provide its electrolyte-rich, no-sugar-added coconut water to MLP athletes and fans across all events. The brand’s six flavors—including Premium, Pineapple, Chocolate, and Energy—will be highlighted as a healthier alternative to sugary sports drinks, aligning with pickleball’s active, health-conscious community.

John Chiorando, CEO of Once Upon a Coconut, emphasized the shared values:
“MLP embodies energy, competition, and excellence—core principles we champion. This partnership lets us connect with millions who prioritize wellness and sustainability.”

Pickleball’s Meteoric Rise

MLP, founded in 2021, has surged in popularity, merging with the PPA Tour in 2024 under the United Pickleball Association (UPA). The league now features 22 teams and over 100 top athletes, drawing crowds to its high-energy events. The sport’s growth mirrors broader trends:

• 40 million U.S. players in 2025, up from 8.9 million in 2023 (Sports & Fitness Industry Association).
• 25% annual revenue growth for pickleball equipment and apparel since 2022.

This expansion has attracted sponsorships from brands like Skechers, Bubly, and Chicken N Pickle, with Once Upon a Coconut joining to tap into the sport’s $2.5 billion economic impact.

Once Upon a Coconut’s Mission-Driven Growth

Launched in 2020, Once Upon a Coconut has carved a niche with its sustainable practices and social impact:

• Eco-Friendly Packaging: Slim aluminum cans reduce plastic waste.
• Greenspark Partnership: Plants a tree for every case sold.
• Community Support: Donates 10% of profits to nonprofits like the Down Syndrome Foundation of Florida and NAMI.

The brand’s roster of investors—including Shark Tank’s Daymond John, NFL star Rob Gronkowski, and biochemist Gary Brecka—has fueled its expansion to 6,000+ retail stores and Amazon.

Strategic Timing and Market Trends

The MLP deal capitalizes on two key trends:

1. Health-Conscious Hydration: Consumers increasingly shun sugary drinks, with the global coconut water market projected to grow 15% annually (Grand View Research).
2. Pickleball’s Demographic Appeal: The sport’s player base skews toward ages 18–44, aligning with Once Upon a Coconut’s target audience.

What’s Next?

The 2025 MLP season will culminate in the MLP Finals NYC and the MLP Cup, offering Once Upon a Coconut broad visibility. The brand also plans to launch limited-edition flavors and fan engagement activations, further embedding itself in pickleball culture.