Humana Announces Four New Sponsorships of Leading U.S. Pickleball Organizations to Inspire and Promote Active and Healthy Lifestyles for All Ages, With a Special Focus on Seniors
06 Novembro 2023 - 11:00AM
Business Wire
- New sponsorships of the Association of Pickleball Players
(APP), Major League Pickleball’s D.C. Pickleball Team, Professional
Pickleball Association Tour (PPA), and U.S. Senior Pickleball
(USSP) begin in fall 2023
- Approximately one-third of frequent pickleball players are 65+,
highlighting the popularity of the sport with seniors
In recognition of pickleball’s rapidly growing popularity in the
U.S., the increasing need for court space across the country, and
the sport’s life-changing benefits both on and off the courts,
today Humana Inc. (NYSE: HUM) is announcing four new sponsorship
agreements with the nation’s leading pickleball organizations.
“As we have seen pickleball’s popularity soar over the past
several years, we’re excited to continue championing the game,
partner with leading organizations that are working hard to promote
the sport, and make it more accessible to more people in more
places, especially to seniors,” said Jennifer Bazante, Chief
Marketing Officer at Humana. “As a leader in integrated care for
seniors, we strive to create experiences that enable health,
enhance activity and foster connectivity so seniors can live their
healthiest age yet, and there’s no better activity than pickleball
that does just that.”
Humana’s new pickleball sponsorships go beyond traditional
advertising and branding opportunities, to also include
senior-focused tournaments and clinics in celebration of those who
have popularized the sport, as well as community impact projects to
create more access to the game. For each of the sponsorships,
Humana will be the “Official and Exclusive Healthcare Partner;”
specific highlights of each sponsorship include:
Association of Pickleball Players (APP) – In addition to
Humana advertising on all televised APP events, Humana and APP will
host the first-ever “The Humana Cup” where senior pros (age 50+)
and super senior pros (60+) will compete for prize money in key
markets on the APP Tour. Humana will also establish an all-new
wellness and recovery space for players on the APP Tour to relax
and recover with fitness equipment and nutritious food and drink to
fuel their game; and will work with local community members to plan
and launch dedicated community-impact projects, including the
provision of courts to benefit community members of tournament host
cities.
D.C. Pickleball Team – In addition to the sponsorships
summarized above, Humana has agreed to sponsor the Washington D.C.
Pickleball Team (DCPT) through the end of the year. Humana’s logo
will be featured on its jerseys worn to matches and community
events by its team members including number two ranked pickleball
player in the world Riley Newman; the most dynamic women’s duo in
all of pickleball, Jade and Jackie Kawamoto; Christian Alshon who
is one of the fastest up and coming players and is already ranked
within the top 15; and number one draft pick in the MLP Challenger
Draft, Sam Querrey.
Professional Pickleball Association (PPA Tour) – Naming
rights to the Humana championship court which will feature a
branded non-volley zone, or “kitchen,” area showcasing Humana’s
logo on both sides of the net at each of the 25+
nationally-broadcast tour stops on the 2023-24 PPA Tour, which
showcases the best players in the world on the biggest stages.
Additionally, the partnership will see advertising in all televised
PPA Tour events, and at four 2024 marquee tournament stops, the PPA
Tour and Humana will host a senior-focused “Humana Champions Cup,”
as well as senior-focused clinics that will be open to the
public.
U.S. Senior Pickleball (USSP) – Humana is partnering with
USSP to celebrate both recreational and competitive senior
pickleballers and promote pickleball as a fun and affordable way to
lead a healthy, active, and connected lifestyle. Humana will serve
as presenting sponsor of each USSP Championship Series event as
well as support the launch of a senior pickleball brand ambassador
program in 160+ markets with the focus of hosting events and
clinics for the senior community.
In 2023, per an APP report, more than 48.3 million adult
Americans have played pickleball at least once in the past 12
months; according to a report issued by the SFIA, more than half
(52%) of core pickleball players in the U.S. – those who play eight
or more times a year – are 55 and older, and almost one third
(32.7%) of all core pickleball players are 65 and older.
These sponsorships are announced on the heels of the inaugural
National Mall of Pickleball, the first-ever construction of nine
temporary pickleball courts on the National Mall in Washington,
D.C. Created in partnership with the Trust for the National Mall,
the three-day event brought pickleball to “America’s most inviting
Front Yard,” with 180 hours of free court time for nearly 800
picklers who had the chance to play against an iconic U.S.
backdrop.
About Humana
Humana Inc. is committed to putting health first – for our
teammates, our customers, and our company. Through our
Humana insurance services, and our CenterWell health
care services, we make it easier for the millions of people we
serve to achieve their best health – delivering the care and
service they need, when they need it. These efforts are leading to
a better quality of life for people with Medicare, Medicaid,
families, individuals, military service personnel, and communities
at large. Learn more about what we offer at Humana.com and at
CenterWell.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20231103002716/en/
Jahna Lindsay-Jones Humana Corporate Communications
jlindsayjones@humana.com
Humana (NYSE:HUM)
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