The Association of Pickleball Players (APP) Tour and Humana Inc. have solidified their partnership with a multi-year extension, reinforcing Humana's role as the official healthcare partner of the premier pickleball tour. This collaboration introduces the continuation of the Humana Cup and the title sponsorship of the 2025 Humana APP Fort Lauderdale Open, showcasing the sport's rising popularity and its health benefits.
At the heart of this partnership is the Humana Cup, a season-long team competition that will engage players across two age divisions: Champions (50 and older) and Masters (60 and older). The 2025 edition will unfold over seven APP Tour events nationwide, offering significant prize money and the coveted Humana Cup championship title. The competition will feature 144 professional players in a round-robin format, including men's doubles, women's doubles, and mixed doubles matches, with the finals taking place at the APP's global headquarters in Fort Lauderdale.
Jennifer Ilecki, Humana Chief Marketing Officer, emphasized the partnership's alignment with Humana's mission to prioritize health for its members and communities, highlighting the physical and mental fitness benefits of pickleball. The 2025 tournament schedule boasts events in major U.S. cities, from the APP Vlasic Classic in Daytona Beach to the APP International Championships in Fort Lauderdale, further establishing pickleball's footprint in the sports world.
The APP Tour's new headquarters, featuring 43 courts and the world's first dedicated pickleball stadium, signifies a pivotal moment in the sport's evolution. Beyond the professional arena, Humana's presence at APP Tour events through the Humana Backcourt recovery lounge and the Humana Human Care Spotlight during national broadcasts on CBS Sports, ESPN, and FOX Sports underscores the partnership's broader impact on health and wellness.
This partnership not only invests in the fastest-growing sport in America but also opens new avenues for senior athletes, demonstrating how health-focused companies are leading the way in supporting emerging sports. The collaboration between Humana and the APP Tour exemplifies the shifting dynamics of sports sponsorships, where health and wellness take center stage in fostering competitive and community engagement through pickleball.
