In a significant boost for professional pickleball, leading healthcare provider Humana Inc. has announced a multi-year extension of its partnership with the Association of Pickleball Players (APP) Tour. The expanded agreement highlights the growing intersection of healthcare initiatives with recreational sports and underscores pickleball's rising prominence in promoting active lifestyles.
The partnership's centerpiece includes the continuation of the Humana Cup, a unique season-long team competition for professional players aged 50 and older. The 2025 competition will feature eight major tournaments across the United States, with 144 professional players competing in two age divisions for substantial prize money.
This strategic alliance reflects the healthcare industry's increasing focus on preventive health and wellness through sports participation. 'Supporting the APP showcases the importance of staying active for both physical and mental fitness,' said Humana Chief Marketing Officer Jennifer Ilecki, emphasizing the sport's accessibility to players of all skill levels.
The partnership's expansion comes at a crucial time for pickleball, which has emerged as one of America's fastest-growing sports. The APP Tour's recent opening of its global headquarters in Fort Lauderdale, featuring 43 courts and the world's first pickleball stadium, demonstrates the sport's rapid professionalization and growing commercial appeal.
For the healthcare industry, this partnership represents a shift toward more engaging, community-based wellness initiatives. The collaboration between Humana and APP sets a precedent for how healthcare companies can promote active aging and preventive health through sports sponsorship, potentially inspiring similar partnerships across the wellness sector.
