Lotto has announced a strategic partnership with the Brooklyn Aces, joining owners Kevin Durant, Rich Kleiman, Drake and Michael B. Jordan. The Italian footwear and sportswear supplier will become the first athletic brand in the ownership group of a professional pickleball team. Additionally, Lotto branding will be integrated into the Brooklyn Aces logo and on player apparel.
Lotto joins forces with the Brooklyn Aces in a partnership that will also make the brand, established in 1973, the team’s official apparel sponsor. It has a long and storied history in tennis and soccer and has just recently expanded into pickleball. In 2023, Lotto announced a partnership with Dick’s Sporting Goods to serve as the US anchor retail partner for Lotto’s soccer and racquet sports products.
“With Lotto’s heritage in soccer and racquet sports, pickleball’s explosion on the scene presents a natural opportunity for brand growth,” said Jameel Spencer, Chief Marketing Officer, Fashion & Athletic Verticals, at WHP Global, which owns the Lotto brand. “The ownership group assembled by the Brooklyn Aces offers a dynamic blend of culture and sports that makes this venture an exciting investment.”
The Brooklyn Aces recently entered their second year in Major League Pickleball. As the team’s primary product partner, Lotto will not only provide the pickleball community with first-class equipment and apparel, but will also strive to establish itself as the market leader in this area, the company said.
