Indoor pickleball franchise The Picklr announced a new partnership with PRIME Energy, officially naming the beverage brand as the Official Energy Drink of The Picklr. The partnership marks a significant milestone for The Picklr, as it pairs the franchise with one of the most recognizable energy drink brands.

As The Picklr scales its global footprint and player community, PRIME Energy will serve as an in-club exclusive, bringing its high-performance beverages directly to the courts. The energy brand will be featured across The Picklr’s nationwide network of clubs through branded courtside signage, exclusive product placement and integrated digital content, bringing a new layer of performance support and brand experience to every club visit, it says.

"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, in a statement. “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. Together, we’re building more than a game; we're creating a lifestyle.”

PRIME shared: “Pickleball is growing fast, and so is the demand for energy that supports performance. PRIME Energy delivers 200 mg 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.”

The partnership kicks off immediately, with a social media giveaway, hosted on The Picklr’s Instagram Channel, giving away two one-year supplies of PRIME Energy to two of their followers who enter to win. Additionally, the partnership will include co-branded events, promotions, and exclusive content rolling out this year across social media and at select Picklr locations.

With more than 100 clubs operating or in development across the United States, The Picklr has emerged as the dominant indoor pickleball franchise, offering premium facilities, professional coaching and a vibrant community for players of all ages and skill levels. Partnering with PRIME Energy further strengthens The Picklr's commitment to delivering a performance-forward, lifestyle-driven experience, on and off the court, it says.