Major League Pickleball is adding a healthy dose of humor to its 2026 Mid-Season Tournament through an unexpected brand activation as Kellogg’s Raisin Bran has partnered with the New Jersey Fives for a one-weekend transformation into “The Fibes.”
The promotion, unveiled during the MLP Mid-Season Tournament in Grand Rapids, is designed to spotlight the importance of dietary fiber while embracing pickleball’s playful culture. Throughout the event, the rebranded “Fibes” will take the court in custom uniforms while fans experience interactive activations, player appearances and social media content centered around the campaign.
The partnership is part of Kellogg’s Raisin Bran’s broader initiative to raise awareness about fiber consumption in the United States. According to the company, 95 percent of Americans fail to meet recommended daily fiber intake, making the campaign both educational and entertaining. With seven grams of fiber per serving, Raisin Bran is positioning itself as a simple solution for active lifestyles.
The activation extends beyond jersey branding. Tournament attendees can expect fan experiences inspired by one of pickleball’s most recognizable features—the kitchen—along with a social-first content campaign developed by VaynerMedia aimed at connecting nutrition messaging with one of America’s fastest-growing sports.
“Pickleball has become one of the fastest-growing sports in the country, with a passionate community that loves to participate and have fun,” said Doug VanDeVelde, Chief Growth Officer for WK Kellogg Co., in announcing the partnership. He noted that the collaboration offers an unexpected way to bring conversations about fiber and gut health into mainstream sports culture.
New Jersey Fives co-owner Ryan Harwood said the concept immediately resonated with the franchise’s personality, calling it the type of creative partnership that fans would embrace. Major League Pickleball Commissioner Samin Odhwani added that the league continues to seek innovative, fan-first activations that enhance the spectator experience while attracting non-endemic brands to the sport.
