The Association of Pickleball Players (APP) Tour and Humana Inc. have announced a multi-year extension of their partnership, cementing Humana’s position as the official healthcare partner of the world’s first pickleball tour. The expanded partnership includes the continuation of the Humana Cup professional player competition and title sponsorship of the 2025 Humana APP Fort Lauderdale Open.
The partnership’s cornerstone event, the Humana Cup, will feature an innovative season-long team competition format across two age divisions – Champions (50 and older) and Masters (60 and older). The 2025 competition will span seven APP Tour events throughout the country, offering substantial prize money and the prestigious Humana Cup championship title.
Competition structure for 2025 will include six Champions pro teams with 14 players each (seven men and seven women) and six Masters pro teams with 10 players each (five men and five women), totaling 144 professional players. The format will utilize a round-robin structure featuring men’s doubles, women’s doubles, and mixed doubles matches, culminating in semifinals and finals at the APP’s global headquarters at The Fort in Fort Lauderdale.
The expanded partnership reflects the growing significance of pickleball in promoting active lifestyles and health awareness. According to Jennifer Ilecki, Humana Chief Marketing Officer, the partnership aligns with their commitment to prioritizing health for members and communities, emphasizing both physical and mental fitness benefits.
The 2025 tournament schedule includes prestigious events across major U.S. cities, from the APP Vlasic Classic in Daytona Beach to the APP International Championships in Fort Lauderdale. The tour’s new headquarters at The Fort features 43 courts and the world’s first dedicated pickleball stadium, marking a significant milestone in the sport’s development.
The partnership’s impact extends beyond professional competition, with Humana maintaining a visible presence throughout all APP Tour events via the Humana Backcourt recovery lounge and the Humana Human Care Spotlight featured during national television broadcasts on CBS Sports, ESPN, and FOX Sports.
This collaboration represents a significant investment in the fastest-growing sport in America, providing new opportunities for senior athletes while promoting health and wellness through competitive pickleball. The partnership demonstrates the evolving landscape of professional sports sponsorship, where health-focused companies are taking leading roles in supporting emerging athletic competitions.
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