Humana Expands Investment in Pickleball with Major APP Tour Partnership

The Association of Pickleball Players (APP) and Humana Inc. have announced a comprehensive multi-year partnership extension that strengthens the healthcare company's commitment to promoting active lifestyles through America's fastest-growing sport. 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 significance extends beyond traditional sports sponsorship, representing a strategic alignment between healthcare and recreational athletics. The collaboration particularly focuses on engaging older adults through the Humana Cup's Champions (50 and older) and Masters (60 and older) divisions, addressing a crucial demographic for both health maintenance and sports participation.

The 2025 Humana Cup competition will feature an extensive format with six Champions pro teams comprising 84 players and six Masters pro teams with 60 players. The season-long competition will span seven major tournaments across the country, culminating in a championship event at the APP's global headquarters in Fort Lauderdale.

The partnership's expansion comes at a pivotal time for pickleball's growth in the United States. The sport has seen exponential growth in recent years, with the APP Tour establishing itself as the first and only professionally sanctioned pickleball tour by USA Pickleball. The tour's national television presence on major networks including CBS Sports, ESPN, and FOX Sports has enhanced the sport's visibility and accessibility.

For the healthcare industry, this partnership demonstrates an evolving approach to promoting preventive health measures through sports participation. Humana's investment in pickleball infrastructure and competition supports their broader mission of community health engagement, while providing accessible athletic opportunities for various age groups.

The partnership's impact extends to facility development, as evidenced by the recent opening of The Fort in Fort Lauderdale, featuring 43 courts and the world's first dedicated pickleball stadium. This investment in infrastructure supports the sport's continued growth while providing community health resources through features like the Humana Backcourt recovery lounge.

For the pickleball industry, this corporate partnership represents a significant milestone in the sport's commercialization and mainstream acceptance. The continued investment from a major healthcare provider validates pickleball's position as a legitimate sport with significant health benefits, particularly for older adults seeking active lifestyle options.