MLP Secures Landmark Sponsorship Deal with Japanese Giant Toray Industries
What's the Score?
Major League Pickleball (MLP) has announced a significant partnership with Toray Industries, Inc., a leading Japanese materials manufacturer. This multi-month agreement names Toray as a platinum partner of MLP, with their Kitchen branding featured at all professional, coed, team pickleball league events. This marks MLP's first-ever partnership with an Asia-based company, signifying the league's expanding international brand reach alongside pickleball's rapid domestic growth. Toray will also be involved in shaping future global paddle production.
Hit it deeper!
The partnership between Major League Pickleball and Toray Industries is a landmark deal that highlights the growing appeal and commercial viability of professional pickleball. George Killebrew, UPA Chief Revenue Officer, emphasized the strategic and diligent work that went into forming this partnership, expressing fascination with the size and critical role of Toray's business, particularly in carbon fiber. He stated that Toray will be a literal partner in shaping the future of global paddle production. The Toray branding of MLP's "kitchen" area, along with business-to-business opportunities at MLP events, aims to increase Toray's brand recognition in the U.S..
Mitsuo Ohya, President and CEO of Toray Industries, Inc., explained that through this initiative, they aim to contribute to the global development of pickleball, starting in the United States, and support people's health and well-being through sports. Toray also seeks to enhance the recognition of their carbon fiber business in the U.S., create communication opportunities with their related U.S. companies and potential customers, and partner with others to address global challenges.
Toray has a history of supporting sports in the Asia-Pacific region, including tennis and volleyball tournaments, demonstrating a commitment to the growth of sports from their early stages by leveraging the power of materials. Now, they are eager to contribute to the further growth and innovation of pickleball, recognizing its status as the fastest-growing sport in America. Toray hopes to raise awareness and allow people to experience the advantages of their cutting-edge materials, which have current and future applications in pickleball paddles, balls, and apparel.
Toray believes in the transformative power of materials and is pleased to showcase their state-of-the-art products through the MLP partnership. Their carbon fiber, Torayca®, is already used in some high-grade paddles. Moving forward, the company intends to apply its R&D philosophy of "pursuit of the ultimate limits" to develop higher-performance carbon fibers for paddle designs and Toray resins for pickleball manufacturing. Toray's long-term goal is to collaborate with various pickleball equipment manufacturers to create more functional products, contributing to the improvement of the sport's competitive level through their advanced materials and manufacturing expertise.
The MLP's 2025 season, running from April to November and featuring 14 tournaments, will prominently display Toray's corporate symbol on the courts. Furthermore, the New York event in August will be "Powered By Toray," and the San Diego event will have Toray as its title sponsor. This significant sponsorship deal with Toray Industries underscores the growing global appeal and commercial potential of Major League Pickleball and the sport of pickleball as a whole.
The World Pickleball Verdict
The partnership between MLP and Toray Industries is a major milestone for professional pickleball. Securing a platinum-level sponsorship from a globally recognized, Asia-based manufacturing giant like Toray signifies the increasing maturity and international reach of the sport. Toray's direct involvement in shaping future paddle and ball technology through their expertise in advanced materials promises to drive innovation and potentially elevate the quality of equipment available to players at all levels. This deal not only provides significant financial support for MLP but also enhances its brand visibility on a global scale. Toray's long-term commitment to the sport, beyond mere sponsorship, through research and development collaborations, indicates a strong belief in pickleball's continued growth and potential. This partnership is a clear indicator that major international corporations are recognizing the significant opportunities within the rapidly expanding pickleball market.