Texas Ranchers
Major League Pickleball’s Texas Ranchers franchise has reached a multiyear sponsorship deal with soon-to-launch health technology company BAiO. Exact terms were not disclosed, but Ranchers GM, Head Coach & Marketing Director Caleb Garrard told SBJ the deal is valued in the “mid-six-figures” annually and represents the largest team-level sponsorship agreement in the league’s five-year history. It was negotiated without agency involvement.
In addition to designating BAiO the Ranchers’ “official performance intelligence partner,” the deal will grant BAiO logo placements on the front of the Ranchers’ competition kit and branding in the team’s promotional materials.
The Ranchers’ staff and players will also use BAiO’s enterprise software platform, which BAiO says consolidates data from wearable technologies, medical records and other inputs; delivers guidance towards health or performance goals; and is used by “elite sports organizations, military units, and performing arts companies nationwide.” Garrard said he and the Ranchers’ head of performance will use that information to assess athletes’ recovery and risk of injury.
“That’ll be a way that I can work directly with our physio and with the players to make sure that we are proactively responding to the data,” he said. “Not reactively responding to something that happens on court.”
BAiO joins a Ranchers sponsor roster that includes single-serve wine-seller Usual Wines, sunscreen brand Sky and Soul, and radio/digital advertising firm Waterloo Media. MLP Commissioner Samin Odhwani told SBJ last year that the Ranchers were MLP’s first team to cross seven figures in overall revenue in 2025.
