Pickleball's Growth Continues as APP Tour Extends Healthcare Partnership with Humana

The Association of Pickleball Players (APP) Tour has secured a multi-year extension of its partnership with healthcare giant Humana Inc., reinforcing the fastest-growing sport's connection to health and wellness initiatives. The partnership includes the continuation of the innovative Humana Cup competition and title sponsorship of the 2025 season-opening Fort Lauderdale Open.

The expanded partnership comes at a crucial time for pickleball's professional development, as the sport continues its rapid expansion across the United States. The Humana Cup, first introduced in 2024, represents a significant innovation in professional pickleball by creating a team-based competition format specifically for players in Champions (50 and older) and Masters (60 and older) divisions.

The 2025 Humana Cup will feature eight events across the country, with 144 professional players competing across both divisions. The competition structure includes six Champions teams of 14 players each and six Masters teams of 10 players each, representing the largest organized professional competition for senior pickleball players.

This partnership extension reflects the growing recognition of pickleball's appeal to health-conscious demographics. Humana Chief Marketing Officer Jennifer Ilecki emphasized the alignment between the partnership and the company's commitment to community health, noting that pickleball offers accessibility for players of all skill levels while promoting both physical and mental fitness.

The partnership's impact extends beyond professional competition. The APP Tour's new world-class venue in Fort Lauderdale, featuring 43 courts and the world's first dedicated pickleball stadium, will serve as a hub for the sport's development. The facility, which opened in January 2025, represents a significant step in pickleball's evolution from a recreational activity to a professional sport with dedicated infrastructure.

The Humana Cup's unique format and focus on older players highlights pickleball's distinctive position in professional sports, where competitive opportunities exist for athletes well beyond traditional retirement age. This aspect of the sport aligns with broader healthcare initiatives promoting active lifestyles among aging populations.

The competition will culminate in a final weekend at the APP's global headquarters in Fort Lauderdale, where teams will compete for the overall Humana Cup championship. The season-long format, with its substantial prize money and professional structure, represents a significant step in the sport's professionalization and its ability to attract corporate partnerships.