Wine Meets Dink: Charles Smith Wines Corks Multi-Year Partnership with APP Pickleball
What's the Score?
The Association of Pickleball Players (APP) has announced a multi-year partnership with Charles Smith Wines, making them the official wine partner of the APP Tour and its global headquarters, The Fort, in Fort Lauderdale. This marks Charles Smith Wines' first venture into sports sponsorships. The partnership aims to elevate the pickleball experience for both players and fans by bringing together wine and sport. Charles Smith Wines will gain significant visibility through the APP Tour's nationally televised events and will provide its wines at VIP and premium seating areas. They will also be an associate partner of the 2025 APP Women’s Open.
Hit it deeper!
The partnership between the APP and Charles Smith Wines signifies a growing trend of non-endemic brands recognizing the increasing popularity and reach of pickleball. According to the APP, Charles Smith Wines chose them as their entry point into the world of pickleball. APP Chief Revenue Officer Ryan McSpadden stated that Charles Smith Wines' commitment to quality and shared passions makes them a "perfect fit for growing the sport together". Brandon Ackley, CEO of Ackley Brands, echoed this sentiment, highlighting the "natural fit with the energy and excitement of the APP Tour" for their Washington State brand known for "bold winemaking". He emphasized that the partnership is about "celebrating the spirit of adventure and passion that both our wine and pickleball enthusiasts share".
The financial terms of the multi-year partnership were not disclosed in the sources. However, the agreement grants Charles Smith Wines considerable exposure. The 2025 APP Tour schedule includes 12 nationally televised events with over 55 hours of broadcast coverage, offering "unprecedented visibility on a national stage" alongside top pickleball professionals. Furthermore, the presence of Charles Smith Wines in VIP and premium seating at APP Tour events across the country will directly connect their brand with a desirable demographic of pickleball enthusiasts.
The partnership also extends to the 2025 APP Women’s Open presented by The James at Ohio State, where Charles Smith Wines will be an associate partner. This multi-day event is specifically for women's pickleball players and includes social programming and entertainment aimed at fostering the growth of the sport among women and creating a "healthier and more active community".
The APP's global headquarters, The Fort in Fort Lauderdale, Florida, will also benefit from this partnership. The Fort is a state-of-the-art facility with 43 courts, including the world's first pickleball stadium. By partnering with The Fort, the APP became the first pickleball organization to establish an official headquarters and training centre, further supporting its mission of developing talent and growing the sport at all levels. The APP recently hosted its first Major tournament of 2025, the APP Fort Lauderdale Open, at The Fort.
The World Pickleball Verdict
The alliance between the APP and Charles Smith Wines is a significant win for the sport of pickleball. Securing a multi-year partnership with a recognized brand like Charles Smith Wines demonstrates the increasing commercial appeal and mainstream acceptance of pickleball. This sponsorship will not only provide financial support for the APP Tour and its initiatives but also enhance the overall experience for players and fans. The visibility gained through the extensive broadcast schedule and on-site presence at tournaments will expose Charles Smith Wines to a passionate and growing audience while simultaneously associating their brand with the dynamic and engaging world of professional pickleball. This move could also pave the way for other non-endemic brands to invest in pickleball, further fueling its rapid expansion and professionalization. The focus on the APP Women’s Open also highlights a commitment to supporting the growth of women's pickleball, which is crucial for the long-term health and inclusivity of the sport. Overall, this partnership appears to be a strategic and mutually beneficial move that will contribute to the continued rise of pickleball on the global stage.