New Jersey’s ‘Fibes’ Resurrect Kellogg’s Raisin Bran Partnership for NYC Finals, Igniting New Revenue Blueprint for MLP

MLP 2026 Regular Season Champions New Jersey rebrands once again as the Fibes. From L-R Millie Rane, Will Howells, Anna Leigh Waters, Federico Staksrud, Jorja Johnson, Sunny, and Noe Khlif.

Vaynor Media

The creative and highly successful partnership between the New Jersey 5’s and Kellogg’s Raisin Bran is set to return to the big stage this weekend. Following the overwhelming success of their “Fibes” brand collaboration in Grand Rapids earlier this summer, the two parties are gearing up to roll the activation out once again for the Major League Pickleball (MLP) playoff finals in New York City.

In July, the team partnered with WK Kellogg Co to feature Kellogg’s Raisin Bran and fiber nutritional awareness, playfully tweaking their “New Jersey Five” team name to the “Fibes.” According to Ryan Harwood, co-owner and general manager of the New Jersey 5’s, and Doug VanDeVelde, chief growth officer for WK Kellogg Co, this creative concept was so successful that it has established a template for future sponsorship collaborations and revenue generation across the league.

“The first activation with Raisin Bran in Grand Rapids went so well that, in an unforeseen fashion, Kellogg was able to turn around and do another activation of the Fibes concept for the NYC event,” Harwood said. “It was already one of the best brand collaborations in MLP history, and now they’re running it back.”

The decision to repeat the activation in New York was heavily influenced by the vibrant onsite fan experience in Michigan. VanDeVelde, who attended the Grand Rapids event, highlighted the immense crowd reaction to Sunny, the Raisin Bran mascot, who made his real-world debut there.

“Sunny was met with massive enthusiasm from fans eager for photos,” VanDeVelde recalled. “His appearance perfectly matched the energy and optimism of the Grand Rapids pickleball community.”

For the next phase of the campaign, the flair goes up a notch in NYC. Sunny returns to the city, accompanied by an onsite, fully branded practice court designed around the Raisin Bran aesthetic. Additionally, with the fan demand for “Fibes” merchandise—including jerseys—already proven in Grand Rapids, handouts and official apparel sales will be ramped up to meet the appetite of local fans.

Origins of the Partnership

The genesis of this collaboration highlights the organic ways connections are forged within the emerging industry. The concept came to fruition through the initiative of elite player Anna Leigh Waters. As VanDeVelde explained, Kellogg frequently partners with Vayner Media. During the launch of a new Raisin Bran commercial for the Super Bowl, Vayner Media hosted an event featuring Waters.

“Anna Leigh is an avid fan of Raisin Bran herself,” VanDeVelde noted. “Seeing her genuine love for the product, she approached the co-owners of the 5’s, suggesting a partnership. Given that pickleball is a fast-paced sport, Anna Leigh is the top player in it, and New Jersey is the top MLP team, everything aligned perfectly.”

Evaluating Niche Sport ROI

For both parties, evaluating the success of these types of sponsorships extends beyond simple spreadsheet figures. In niche sports like pickleball where traditional metrics—such as television viewership—are hard to gauge, Harwood acknowledged that ROI is often proven experientially rather than purely on paper.

“Fortunately, the Kellogg’s team experienced the community impact firsthand in Michigan, which gave them the confidence to reinvest,” Harwood remarked.

VanDeVelde added a broader strategic perspective on why the brand is investing early. “Pickleball is on an upward trajectory with a unique multi-generational appeal that aligns seamlessly with consumer demographics,” he said. “Just like cereal, pickleball connects generations, from teenagers to seniors. The sport is on the ascent but does not yet have a major global television deal, allowing brands like ours to secure highly visible, ground-floor positions while the market continues to appreciate. MLP represents an ‘underpriced’ asset right now.”

Social media engagement is a crucial component of this modern ROI model. Creating shareable, whimsical content—such as a giant sun-shaped mascot playing pickleball in a stylized kitchen setup—continues to drive organic viral reach.

The Demand for Niche Memorabilia

A significant byproduct of the “Fibes” rebranding is the thriving market for sports collectibles and unique team gear. Team-specific merchandise, especially those featuring quirky one-off team names, has become a lucrative avenue for fans to demonstrate their loyalty and passion.

Historically, MLP has featured some of the most distinctive team identities in sports, ranging from unique rebrands to creative one-offs. These team names have evolved over time, but the demand for unique apparel remains:

• Pickle Ranchers transitioned to the Texas Ranchers.
• The Clean is now the Nashville Chefs (formerly the Frisco Pandas).
• The Jack Rabbits became the Bay Area Breakers.
• The Bus is now the Columbus Sliders.
• Cabo Vamos is now the St. Louis Shock.
• Valhalla Volleys became the Orlando Squeeze.
• The Chimeras, following mergers and league acquisitions, are now defunct.

In Grand Rapids, “Fibes” jerseys were incredibly popular, grabbing the immediate attention of enthusiasts onsite. Preparing for the NYC crowd, VanDeVelde emphasized the expansion of jersey sales and merchandise drops to capitalize on collector interest.

“We want our unique designs to have inherent collectible value,” Harwood added, aiming to cultivate a vintage roster gear market similar to traditional sports leagues.

Official “Fibes” merchandise is available directly through the Kellogg’s marketing store for fans unable to attend the NYC finals in person. For league owners, the “Fibes” campaign serves as a potent case study: creative mascot marketing, strategic social media setups, and highly collectible jersey collaborations represent untapped goldmines for generating diverse revenue streams across pickleball’s next wave of growth.

Source link