The Picklr Taps Prime Energy as Official Partner in National Deal
The partnership includes in-club exclusivity and courtside signage for Prime Energy across The Picklr’s network of indoor pickleball franchises
The Picklr has named Prime Energy as its official energy drink, a new partnership that brings one of the world’s most visible beverage brands directly into the growing world of indoor pickleball.
The deal gives Prime Energy in-club exclusivity and includes branded courtside signage, digital integrations and product placement across The Picklr’s nationwide network of facilities. It also kicks off with a social media giveaway, offering two followers a year’s supply of Prime Energy, and will include additional co-branded events and activations in the months ahead.
“Many of our members are already Prime Energy fans, and now it will be a part of their everyday experience at The Picklr,” said James Hurlock, chief brand officer of The Picklr. “This partnership brings together two game-changing brands, reshaping how people engage with performance and community. Our players bring passion and intensity to the court every day, and Prime Energy reflects that same drive.”
The Picklr has more than 100 indoor pickleball clubs open or in development in the United States, and has sold over 500 locations across the U.S., Canada and Japan. The franchise offers indoor courts, coaching and programming for players of all ages and skill levels, with a membership model that includes court reservations, clinics and league play. The company is also backed by former NFL quarterback Drew Brees, who joined as an investor and strategic partner earlier this year.
Earlier this month, The Picklr named former Crumbl executive Abby Olson as its new chief operating officer. The Utah-based pickleball brand closed a Series B funding round at a $59 million valuation last year, bringing its total raise to $9 million.
Prime Energy, which contains 200mg of caffeine and zero sugar, is part of the Prime product portfolio launched by influencers Logan Paul and KSI in 2022. The brand said its partnership with The Picklr is aligned with increasing demand for performance-oriented energy options, particularly among younger adult consumers.
“Pickleball is growing fast, and so is the demand for energy that supports performance,” Prime said in a statement. “Prime Energy delivers 200mg of caffeine, zero sugar, and bold flavor—crafted for adults 18 and up—now available at The Picklr to fuel players on and off the court.”
Both brands plan to roll out additional promotions and content throughout the year on social media and at select Picklr locations, they said.