Humana Launches Nationwide Senior Pickleball Campaign With Free Equipment

LOUISVILLE, Ky.--(BUSINESS WIRE)-- Humana Inc. (NYSE: HUM), a leading health and well-being company, is expanding its commitment to senior wellness with the launch of Invite, a new campaign designed to encourage older adults of all fitness levels to stay active, connected and engaged – starting with the fastest-growing sport in America: pickleball.

As part of Humana's new "Invite" campaign, the health and wellness company debuted a television spot featuring senior pickleball athletes extending an open invitation to others to join the fun, stay social, and support their physical and mental well-being.

As part of the campaign, Humana debuted a new television spot this week leading up to the Carvana PPA Tour event in San Clemente, California. The spot – airing on multiple networks including ESPN2, CBS Sports, FS1, FS2 and the Tennis Channel – features senior pickleball athletes extending an open invitation to others to join the fun, stay social, and support their physical and mental well-being.

“Pickleball is more than a game – it’s a gateway to better health, new friendships, and joyful movement at any age,” said Jennifer Ilecki, Chief Marketing Officer at Humana. “With Invite, we’re not just celebrating the incredible athletes already on the court – we’re encouraging everyone to take that first step toward active aging. We’re extending a warm, inclusive invitation to older adults everywhere to get involved and embrace living life to the fullest.”

Humana is also launching a media campaign with social media, print and digital to complement the new TV spot, inviting older adults to “get in the game” by inspiring movement, connection and community. As part of the company’s commitment to expanding access to the sport and encouraging older adults to stay active and socially engaged, Humana is offering complimentary pickleball paddles, while supplies last.

The campaign builds on Humana’s longstanding investment in the pickleball community and its commitment to supporting active lifestyles for older adults. Through years of meaningful partnerships and on-the-ground engagement, Humana has become a trusted presence in the sport – both on and off the court.

Humana’s partnerships with leading pickleball organizations complement its longstanding sponsorship of the National Senior Games as well as the National Mall of Pickleball, a landmark event on the National Mall in Washington, D.C., that brings together players of all backgrounds for a celebration of health and community.

Association of Pickleball Players (APP): Humana extended its official healthcare partnership with the APP Tour and title sponsorship of the Humana Cup, a season-long team competition for pro pickleball players ages 50 and up. The company served as the title sponsor for the season-opening 2025 Humana APP Fort Lauderdale Open in January.

Professional Pickleball Association (PPA): Humana also is the “Official Healthcare Partner” of the Carvana PPA Tour with Humana Champions Showcase events happening this year. Some of the best senior pickleball players in the world have a chance to compete in the new Humana Senior Open Tour, which awards ranking points and prize money at tour stops nationwide.

U.S. Senior Pickleball (USSP): Humana is partnering with USSP to celebrate both recreational and competitive senior pickleball players and promote pickleball as a fun and affordable way to lead a healthy, active and connected lifestyle. Humana launched a senior pickleball brand ambassador program hosting events and clinics for older adults across the country. Humana also serves as the presenting sponsor of USSP Championship Series events.

The Humana Foundation, the philanthropic arm of Humana Inc., has also supported the pickleball movement in the company’s hometown of Louisville, Kentucky. In 2024, a Humana Foundation donation to the Urban League of Louisville enabled the installation of 12 new indoor pickleball courts at the Norton Healthcare Sports and Learning Center in West Louisville. The courts offer “a space where people can make new friends, find common ground, and participate in a universal sport that brings generations together,” according to Humana Foundation CEO Tiffany Benjamin.

From professional pickleball sponsorships to wellness activations and “In the Kitchen” nutrition education sessions in local communities, Humana continues to prioritize active aging and holistic well-being and Invite older adults to see why pickleball is America’s fastest growing sport.

To learn more about Humana’s connection to the pickleball community – and to claim a free Humana pickleball paddle, while supplies last – visit Humana.com/pickleball.

About Humana:

Humana Inc. is committed to putting health first – for our teammates, our customers, and our company. Through our Humana insurance services, and our CenterWell health care services, we strive to make it easier for the millions of people we serve to achieve their best health – delivering the care and service they need, when they need it. These efforts are leading to a better quality of life for people with Medicare, Medicaid, families, individuals, military service personnel, and communities at large. Learn more about what we offer at Humana.com and at CenterWell.com.