MADISON HEIGHTS, MI., MARCH 31, 2025 – Plus Brand Industries Inc (“Plus Brand®”), a leading healthy-living and technology focused CPG brand and creators of Agua Plus® alkaline water featuring All-Scratch!® technology, is now the Official Water of Major League Pickleball (“MLP”). The momentous new partnership begins with the start of the 2025 season in April and pairs two of the fastest growing brands in the US together in support of the nation’s fastest growing sport.
“As a rapidly emerging CPG brand introducing a practical, breakthrough solution to confusion with our All-Scratch!® technology, brand awareness is a huge focus for us” said Plus Brand Co-Founder and Chief Operating Officer Adam Gauer. “Pickleball is experiencing a grass roots growth movement that is unlike anything I have ever seen before. The way that it connects such a broad cross-section of people is unique and inspiring. MLP is doing a great job facilitating that growth by elevating the experience and enjoyment of the sport to a very high level, all while providing equal pay, visibility and opportunity to both male and female athletes. With teams in many of the major US markets that Agua Plus serves, it’s a great opportunity to organically connect with consumers. A growing list of celebrity team owners within the MLP gives you a solid sense of just how much of a cultural impact the sport is having right now. Both of our organizations are on the same upward trajectory and we look forward to growing the MLP and the Agua Plus brands together, with fans and consumers as the ultimate winners.”
A multi-year agreement, the partnership will feature Agua Plus as the official and exclusive water of Major League Pickleball. The alkaline water will be the only bottled water distributed to players, officials, commentators, support staff and fans at every event all season long; with localized brand activations at many venues. Agua Plus will be prominently featured on static and dynamic signage around the event and main courts, including on the Championship Court Net signage which is highly TV visible. Agua Plus will organically appear in much of the national MLP media coverage as well as throughout the season on social media through joint and individual content. The brand receives the rights to the MLP marks, logos, assets and content produced during the season for use in regional and national marketing. Integration of the partnership with MLP and the assets produced will play a large role in advertising campaigns focused on directing traffic to Agua Plus retailers.
“We couldn’t be more thrilled about this new relationship with Agua Plus,” said United Pickleball Association VP of Sponsorships Jacob Cohen. “Hydration is such a key component of any outdoor sport for both players and fans alike. Agua Plus, with nothing other than pink mineral sea salt added, is a perfect fit. But the All-Scratch!® solution to bottle confusion is really what caught our attention! It’s absolutely perfect for a team sport like Pickleball and for populated venues like ours during the course of the MLP season. Not only that, our marketing team is already having a blast playing with creative and fun ways to integrate All-Scratch!® into league events and marketing.”
During the season which runs from April to the end of August, with the standalone MLP Cup in November, MLP events will be broadcast on major networks such as ESPN, Fox Sports, the Tennis Channel and PBTV. Celebrity athlete and entrepreneur owners of Major League Pickleball teams include names like Lebron James, Kendra Scott, Gary Vaynerchuk, Tom Brady, Heidi Klum, Mark Cuban, Rich Paul, Eva Longoria, Patrick Mahomes, Tom Dundon and Kate Upton. With teams in 22 major US markets across the United States, the league engages fans in many of the focal markets for Agua Plus. Playoffs will culminate with the champions being crowned at the August event hosted in New York’s iconic Central Park.
Plus Brand Founder and Chief Executive Officer Chad Willis had the following to add when asked about the new partnership, “Growing awareness of Agua Plus online and in major US markets has begun to organically bring a lot of opportunities our way, just like the recent partnership and investment by Floyd Mayweather. Large organizations are noticing the unique elements of our brand, products and technology and are bringing us exciting collaborations that allow both parties to leverage the benefits of one another. The goal for a growing brand is to be found in the places where consumers are, rather than trying to bring them to you. This move will go beyond that by connecting Agua Plus to the sport early and creating the opportunity to become engrained in the culture of pickleball. We couldn’t be more excited to be partnered long-term with the great team at MLP.”
If you are a retailer that would like to carry Agua Plus or a company interested in All-Scratch!® licensing opportunities, please feel free to email info@plusbrand.com in order to be connected with our team. Plus Brand is committed to supporting wholesale customers with localized marketing and national brand awareness campaigns to build demand within the regions served.
About Plus Brand
Plus Brand is dedicated to developing products and technologies that meaningfully improve the day-to-day well being of health conscious yet busy people, through a focus on sustainable and easy-to-implement solutions. They are the developers of All-Scratch!® technology, the world’s only sustainable solution to the problem of confusion amongst consumer packaged goods. Simply scratch your name, initials, a picture or any identifying mark directly on any product label that features the unique All-Scratch!® technology ink and avoid any confusion over who a product belongs to. For press inquiries please contact info@plusbrand.com.
About MLP by Margaritaville
MLP by Margaritaville (Major League Pickleball) is the preeminent team-based professional pickleball league, featuring nearly 100 of the best athletes across 22 teams, a unique coed format, easy to understand scoring, iconic team owners, and the most electric live events and fan experience in the sport. Founded in 2021, MLP named its first-ever title sponsor, Margaritaville, branding the league MLP by Margaritaville in December 2022. For more information on Major League Pickleball, visit the official website and follow MLP on Facebook, Twitter, Instagram, TikTok, and YouTube.
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