Luxury spirits brand CÎROC Vodka is stepping firmly into the racquet-sports spotlight, naming its CÎROC Athletic Club as the driving platform behind its role as Official Vodka Sponsor of Desert Smash 2026.
Now entering its 22nd year, Desert Smash has become one of the most recognizable intersections of sport, celebrity, and philanthropy, blending elite tennis and pickleball competition with entertainment and cultural cachet. The partnership positions CÎROC as the exclusive vodka partner across the event, aligning the brand’s “Leisure Well” philosophy with one of racquet sports’ most visible lifestyle-driven showcases.
Scheduled for March 2–3, 2026 in La Quinta, California, Desert Smash will once again bring together professional athletes, celebrities, and tastemakers for a two-day program that includes tennis exhibitions, pickleball activations, and high-profile social events. Past participants have included Andre Agassi, Steffi Graf, Roger Federer, Serena Williams, and a wide range of entertainers and cultural figures.
Throughout the weekend, CÎROC Athletic Club will anchor the brand’s presence with premium cocktail programs, immersive pop-ups, and curated hospitality moments woven into both on-court and off-court experiences. Activations will span the Celebrity Pickleball Challenge, Pro Tennis Exhibition, and the Desert Smash Bash, reinforcing CÎROC’s positioning at the intersection of performance, celebration, and modern leisure.
Returning for 2026, Matt Manasse will once again participate as a coach and ambassador, further reinforcing the platform’s emphasis on movement-led storytelling and authentic engagement within sport. His involvement underscores CÎROC Athletic Club’s intent to function as a living brand ecosystem rather than a traditional sponsorship.
“The CÎROC Athletic Club is about redefining how people experience sport and leisure—not as opposites, but as complementary forces,” said Nick Tran, President and Chief Marketing Officer of First Round Collective. “Desert Smash embodies that mindset, making it an ideal stage to bring the platform to life in a way that feels authentic and culturally connected.”
The 2026 event will unfold across La Quinta Resort & Club and the private Zenyara Estate, providing a backdrop that mirrors the event’s blend of elite sport and elevated lifestyle. For CÎROC, the partnership reflects a broader strategy to align with racquet sports not only as competition, but as a cultural and social experience—one where hospitality, brand storytelling, and modern leisure converge center court.
