Humana Inc. has announced a multi-year extension of its partnership with the Association of Pickleball Players (APP) Tour, solidifying the healthcare company's commitment to promoting active lifestyles through America's fastest-growing sport. The partnership includes the continuation of the innovative Humana Cup pro player competition and title sponsorship of the 2025 Humana APP Fort Lauderdale Open.
The partnership's significance extends beyond traditional sports sponsorship, representing a growing trend of healthcare providers actively investing in recreational sports to promote preventive health measures. The Humana Cup, first introduced in 2024, provides a unique competitive platform for senior athletes, featuring two divisions for players aged 50 and older and 60 and older.
The 2025 competition will span seven APP Tour events across the country, involving 84 Champions division players and 60 Masters division players. This expanded format demonstrates the growing professional opportunities for older athletes, a demographic traditionally underserved in professional sports.
The partnership comes at a crucial time as healthcare providers increasingly focus on preventive care and active aging. Jennifer Ilecki, Humana's Chief Marketing Officer, emphasized the alignment between pickleball and the company's commitment to community health, noting the sport's accessibility for players of all skill levels.
With the recent opening of The Fort in Fort Lauderdale, featuring 43 courts and the world's first pickleball stadium, the partnership also signals significant infrastructure investment in the sport. This development, combined with national television coverage on major networks like CBS Sports, ESPN, and FOX Sports, indicates pickleball's evolution from a recreational activity to a mainstream sport with substantial economic impact.
