Italian sports brand Lotto, known for its footwear, apparel and accessories in tennis and football, has invested in the Brooklyn Aces, joining owners Kevin Durant, Rich Kleiman, Drake and Michael B. Jordan.
Following the investment, Lotto 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 and world-renowned for its innovative performance-driven footwear, apparel and accessories, the team’s official apparel sponsor. The brand has a long and storied history in tennis and soccer, and has recently expanded into pickleball. In 2023, Lotto announced a partnership with Dick’s Sporting Goods to serve as the U.S. anchor retail partner for Lotto’s soccer and racquet sport 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.”
“We’re incredibly excited to welcome Lotto as part of the Brooklyn Aces team,” said Boardroom CEO and Aces majority owner Rich Kleiman. “Not only are they committed to the growth of this team, but to the growth of pickleball as a whole.”
The Brooklyn Aces recently entered their second year in Major League Pickleball. As the team’s anchor product partner, Lotto will provide the pickleball community with not only premier gear and apparel, but also continue to cement itself as a leader in the space going forward.
The Aces 2024 season kicked off earlier this month and consists of six tournaments. The team’s full schedule and information on events and general updates can be found on their Instagram page (@BklynAces).
The partnership is subject to customary closing conditions.
