How Fat Tire became the official beer of pickleball

The Kitchen Team

Your pickleball fanatics

Last Edited

Dec 19 2024

History of Fat Tire & New Belgium Brewing

New Belgium Brewing was founded in 1991 in Fort Collins, C.O., by Kim Jordan, a social worker, who built her company the only way a social worker would: People first.

Since then, New Belgium turned that ethos into a unique Human-Powered Business model through practices that include fully paid healthcare premiums for coworkers who need the support, living wage compensation, open-book management, renewable energy sourcing, a free onsite medical clinic and physician, a deep commitment to philanthropy and advocacy, and much more.

They embrace their coworkers and support full and meaningful lives for them, their families, and the communities they're rooted in.

Since 1991, New Belgium has donated more than $32 million to help solve the world’s most pressing challenges and work with nonprofits to positively impact communities where we do business and advocate for a future that's bright for all.

New Belgium expanded to Asheville, N.C., in 2016 and Daleville, V.A., in 2023, and in 2021 acquired Bell’s Brewery, based in Kalamazoo, M.I.. The business’ people-centric model has led New Belgium to become the most popular and fastest-growing American craft brewer today.

New Belgium is famous for iconic brands like Fat Tire Ale and Voodoo Ranger IPA, along with year-round favorites like Dominga Mimosa Sour, La Folie Sour Brown Ale, an award-winning wood-aged sour program, and the addition of Bell’s iconic brands including Two Hearted IPA and Oberon Ale.

A giant pickle costume representing New Belgium Brewing's investment in pickleball

How Fat Tire Became "The Official Beer of Pickleball"

Any brand can throw money around and become "the official partner" of anything. But it takes a lot more time and effort to match values and keep showing up.

That's just what Fat Tire did for pickleball. It recognized the unique, community-centric nature of pickleball early on.

In January 2020, New Belgium’s Community Marketing Manager, Joanna Laubscher, played pickleball for the first time and immediately saw its potential.

"It wasn’t just another recreational activity; it was a vibrant community, one where people from all walks of life came together to play, connect, and have fun—much like the craft beer community New Belgium had fostered for decades," Joanna says.

This insight led to New Belgium’s sponsorships in the pickleball world, partnering with major tours like the PPA and APP.

The brand’s presence at tournaments quickly became synonymous with the sport itself. At the Denver tournament in 2021, for instance, New Belgium’s activation was a hit, with over 100 cases of Fat Tire beer consumed by thirsty players and fans alike.

The feedback was unanimous: the beer wasn’t just a refreshment, it elevated the event, adding a layer of camaraderie and enjoyment that has become a staple of pickleball tournaments nationwide.

The company’s approach to the sport mirrors its own growth—organic, community-driven, and always with an eye toward doing good.

"We didn’t just jump into pickleball; we immersed ourselves in it, with employees who play and understand the game, ensuring that Fat Tire’s presence in the sport is authentic and valued," Joanna adds.

A pickleball pro holding their hand up while waring a New Belgium/Fat Tire sweatshirt

Making Pickleball Events Better, One Brew at a Time

At events like Beer City and the US Open, Fat Tire’s presence has become a key element in what makes the tournaments special.

When New Belgium sponsored its first major event in Denver, the response from the pickleball community was overwhelmingly positive.

The brand’s presence, especially recognizable in its home state, gave the first pro Colorado tournament a sense of legitimacy; a feeling that a national company was not just taking notice of pickleball, but investing in it.

What sets Fat Tire apart in the pickleball world is its commitment to creating an experience, not just slapping a logo on a banner.

Whether it’s through handing out cold beers to spectators under the hot sun or hosting social events that bring players and fans together, New Belgium has made Fat Tire an integral part of the pickleball experience.

It’s no surprise that when people talk about their favorite tournaments, the ones sponsored by Fat Tire often come up first.

Kayla Hernandez, Brand Activation Associate, says pickleball changed her life both in the typical socializing way but also in a romantic sense.

"I met my boyfriend at the first tournament I attended and neither of us were on the court," she says. "We have been together now over two years, and try our best to play watch or support pickleball any time we can."

As pickleball continues to grow, so too does New Belgium’s role in the sport. The brand’s approach has not only made Fat Tire the official beer of pickleball, but also a symbol of what the sport represents.

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