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.