The Association of Pickleball Players (APP), the nation’s preeminent pickleball organization for professional, amateur, and recreational pickleball players of all ages, has announced the further expansion of its sponsorship portfolio with the addition of AARP as the Official Naming Rights Sponsor of the APP Tour’s Champions and Masters Divisions and the title sponsor for the APP Tour’s Champions Cup.
AARP, the nation’s largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age, now joins forces with the nation’s fastest-growing sport. AARP Champions Division is the APP Tour’s official USA Pickleball-sanctioned division for professionals aged 50 and over, while AARP Masters Division is the official tour for professionals aged 60 and over.
AARP will also serve as the official title sponsor of the APP Tour’s Champions Cup, an annual tournament, starting in 2024, held exclusively for professional and amateur pickleball players 50 and over. The AARP Champions Cup will take place in early 2024 at a venue to be announced.
As part of AARP’s sponsorship of the APP, the brand will be immersed into the APP Tour with in-venue branding and visibility, including signage, social media promotion, on-site activation spaces, and inclusion in APP Tour broadcast productions – spanning coverage on CBS Sports Network and ESPN2 as well as livestream coverage on APPTV and ESPN+. Additionally, at select APP Tour events, AARP will sponsor a pre-event pro seminar, led by APP pro players and designed to educate players of all levels with instruction, tips and tricks to improve their pickleball games.
“We are very proud to welcome AARP into the APP family,” commented Tom Webb, CMO of the APP. “As stewards of the game of pickleball, we take immense pride in supporting all pickleball players, from elite pros to amateurs and recreational players, and in particular those aged 50 and above who are such an important part of the incredible growth of pickleball across the United States. One of our core values is inclusivity and support for all players and adding AARP, an organization dedicated to healthy aging, allows us to better support our players.”
“We know that being active and having social connections is important for mental well-being and overall health and happiness as we age,” noted Barbara Shipley, SVP of Brand Integration at AARP. “Pickleball supports a physically and socially active lifestyle and AARP is excited to shine a brighter light on people 50 and over who play at any level. Their stories inspire, educate and encourage people to play, have fun and make new friends, helping them make their health and happiness last as long as they do.”
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