Performance apparel brand SXY is accelerating its expansion in professional pickleball, announcing a series of strategic partnerships that position the company at the center of the sport’s fastest-growing platforms. The multi-pronged initiative spans team competition, retail distribution, and event sponsorship across MLP presented by DoorDash, Pickleball Central, and the Carvana PPA Tour.
Under a new multi-year agreement, SXY becomes the Official Team Uniform and Official Headwear Partner of Major League Pickleball for the 2026 and 2027 seasons. The deal places SXY apparel on athletes and teams throughout the league, reinforcing the brand’s emphasis on elite performance combined with contemporary style.
Complementing its league presence, SXY has aligned with Pickleball Central to broaden consumer access. Through the partnership, SXY apparel and gear will be available both on-site and via Pickleball Central at MLP and PPA Tour events, connecting fans directly with products worn by the pros.
SXY is also extending its footprint on the tournament calendar as Title Sponsor of the SXY Newport Open, a featured March stop on the Carvana PPA Tour. The sponsorship underscores the brand’s growing investment in marquee events and high-visibility tour stops.
“As the sport continues to explode, we’re focused on partnering where performance, culture, and community intersect,” said Mark Bonfigli, Founder and CEO of SXY. “These partnerships allow us to show up authentically for athletes and fans alike.”
Beyond uniforms and event branding, SXY’s MLP agreement includes support for national events, player engagement initiatives, and fan experiences, along with educational outreach programs aimed at schools and youth participation—signaling a longer-term commitment to grassroots growth.
“We’re excited to welcome SXY as the Official Team Uniform and Headwear Partner of Major League Pickleball,” said Jacob Cohen, SVP of Partnerships and Revenue at the United Pickleball Association, which oversees both MLP and the PPA Tour following their 2024 merger. “Their commitment to innovation, style, and performance aligns perfectly with the energy of MLP.”
With on-site activations planned throughout the season, SXY will continue to blend sport, fashion, and entertainment—an approach increasingly common as pickleball matures into a full-scale professional sports ecosystem.
