Toray Industries Inc. sees an opportunity to grow with pickleball, becoming the first materials company and first Asia-based platinum-level sponsor of Major League Pickleball.
That means Toray branding will appear on courts, marketing material and apparel during games at professional, coed and team league events. That's an important marketing opportunity to get the Toray name in front of players who likely don't know who made the carbon fiber used in their rackets.
"We also aim to enhance the recognition of our carbon fiber business in the U.S., create communication opportunities with Toray's related companies in the U.S., and partner companies and potential customers across the country," Toray CEO and President Mitsuo Ohya said in a news release.
George Killebrew, chief revenue officer of the United Pickleball Association — which includes MLP — said the sports organization has found itself learning about Toray and carbon fiber throughout negotiations to bring the Tokyo-based company on board.
"They will literally be our partner, helping to shape future global paddle production," he added.
Toray said it hopes to leverage the exposure to educate players on its materials and its applications in paddles, pickleballs and sports apparel.
The MLP season begins April 24 in Orlando, Fla.