The Association of Pickleball Players (APP) announced the return of Fat Tire as an official sponsor of the APP Tour. The easy-drinking American craft beer from New Belgium Brewing is back with the preeminent global pickleball organization, expanding the partnership established in 2022 with an on-site presence at 12 APP Tour stops in 2024.
“Fat Tire has proven to be a strongly aligned partner in shaping the next generation of both pickleball players and beer drinkers,” said APP Chief Marketing Officer Tom Webb. “We’re pleased to welcome Fat Tire back to the APP Tour, as their industry-leading carbon neutral beer coupled with New Belgium’s efforts as a Human-Powered Business are a strong complement to our efforts in making pickleball accessible and welcoming to all.”
Fat Tire will be immersed into the APP fan experience at 12 Tour stops in 2024, launching in Punta Gorda, Fla. Fans ages 21 and older will have the opportunity sample and purchase Fat Tire while experiencing the APP’s world-class pickleball experience. Fans tuning into the APP Tour broadcasts will also see the latest Fat Tire products to explore.
“We’re excited to continue to support the Association of Pickleball Players Tour again in 2024. For so many—us included—there’s nothing more refreshing than a cold beer after a long day on the court,” said Dave Knospe, New Belgium director of brands and innovation. “Fat Tire has been providing that moment of refreshment to pickleball players for years, and we look forward to continuing the tradition with the APP for years to come.”
The APP Tour makes its next stop in Punta Gorda, Fla, offering five days of pickleball action for fans and community members to experience on Jan. 17-21. More information about how to compete at an upcoming APP event—including Tour dates, registration and ticket information—is available on theapp.global
