The Association of Pickleball Players Tour and Humana Inc. have solidified their collaboration through a multi-year partnership extension, maintaining Humana's position as the official healthcare partner of the world's first pickleball tour. This expanded agreement includes continuation of the Humana Cup professional player competition and title sponsorship of the 2025 Humana APP Fort Lauderdale Open, signaling a significant commitment to the sport's growth and health promotion initiatives.
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 and six Masters pro teams with 10 players each, 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 Fortin Fort Lauderdale.
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 expanded partnership reflects the growing significance of pickleball in promoting active lifestyles and health awareness, particularly among older adults who represent a substantial portion of the sport's participants. 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. This infrastructure investment supports the partnership's broader goals of creating professional opportunities while encouraging recreational participation. 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 substantial 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. By aligning healthcare messaging with athletic participation, this partnership creates a model for how sports organizations and health companies can collaborate to promote active aging and community wellness initiatives.
