How does Humana leverage pickleball?

Humana, a health insurance company that focuses on wellness and healthy living, has strategically leveraged pickleball as part of its broader commitment to promoting active lifestyles, particularly for older adults. Pickleball is especially popular among older demographics, which aligns with Humana’s target audience of seniors and individuals eligible for Medicare. Here’s how Humana has utilized pickleball to further its brand objectives:

1. Sponsorship of Pickleball Events

  • Official Sponsorship: Humana has been a sponsor of several major pickleball tournaments, including the USA Pickleball National Championships. This allows the brand to gain visibility within the pickleball community, positioning itself as a supporter of healthy, active lifestyles.
  • Humana-sponsored Tournaments: Humana often sponsors local and regional pickleball tournaments, integrating its branding and wellness messaging throughout the event. By sponsoring such events, Humana connects directly with an audience that prioritizes health and fitness, especially among older adults.

2. Promoting Health and Wellness

  • Encouraging Active Living: Humana promotes pickleball as part of its larger initiative to encourage physical activity, which is key to preventing health issues among seniors. Pickleball is a low-impact, easy-to-learn sport that appeals to older adults who may not be able to participate in more intense physical activities.
  • Educational Campaigns: Humana ties its involvement with pickleball to health education, often providing resources, workshops, or information booths at tournaments on topics like staying active, managing chronic conditions, and maintaining mental well-being.

3. Community Engagement

  • Local Pickleball Initiatives: Humana has supported the development of local pickleball communities by helping organize events at parks, community centers, and retirement homes. These initiatives emphasize social engagement, physical activity, and fostering a sense of community, all of which align with Humana’s wellness goals.
  • Senior-Specific Programs: Humana sometimes partners with community centers or senior living facilities to promote pickleball among their members, emphasizing the sport’s benefits for maintaining mobility, strength, and mental acuity.

4. Brand Integration and Messaging

  • Wellness Messaging: During pickleball events and promotions, Humana integrates messaging around preventive healthcare, active living, and mental health. Pickleball provides a natural platform for Humana to discuss topics like heart health, joint health, and the benefits of physical activity, directly engaging with their core audience of older adults.
  • On-site Activation: Humana often sets up wellness booths at pickleball events where participants can learn about health plans, get wellness checks, or receive advice on managing their health as they age.

5. Partnerships and Collaborations

  • Partnership with USA Pickleball: As a corporate partner of USA Pickleball, Humana collaborates with the organization on various initiatives aimed at promoting the sport and educating players about healthy living. These partnerships allow Humana to leverage USA Pickleball’s reach and credibility within the sport’s growing community.
  • Collaborative Events: In some cases, Humana works with other brands or organizations that target similar demographics, such as fitness and wellness brands, to co-sponsor pickleball events or wellness clinics, further increasing their exposure.

6. Digital and Social Media Promotion

  • Content Creation: Humana utilizes digital platforms to promote its involvement in pickleball, sharing content such as instructional videos, highlights from sponsored events, and health tips related to pickleball. This content is tailored to engage their target audience, particularly seniors, encouraging them to get involved in pickleball for both fun and health.
  • Social Media Engagement: Humana engages with pickleball enthusiasts on social media, using platforms like Facebook and Instagram to connect with fans, promote upcoming events, and highlight the health benefits of playing pickleball.

7. Research and Health Initiatives

  • Study of Health Benefits: Humana has shown interest in demonstrating the health benefits of pickleball, particularly for seniors. It has either sponsored or promoted research that highlights how playing pickleball can improve cardiovascular health, mobility, and overall well-being, which supports their broader goals of promoting preventive health measures.

By aligning its brand with pickleball, Humana taps into a growing sport that resonates with its key demographic. This approach reinforces its image as a company committed to active aging and health, while creating direct touchpoints with both current and potential customers. The mix of sponsorship, community involvement, health promotion, and partnerships helps Humana leverage pickleball as a powerful tool for both marketing and fostering wellness.

Given its accessibility, social aspect, and popularity with a broad range of age groups, pickleball provides an excellent platform for brands to engage consumers in a meaningful and interactive way. The sport’s casual and community-focused nature aligns well with building brand loyalty through positive experience.  If your brand  and/or your client’s brand is interested in discussing the possibilities of pickleball as a driver of the perfect demographic contact us here so we can set up a free 30 minute consulting session and delve into the possibilities that pickleball offers.

Pickleball Marketing Group, is the top sports, brand and experiential event marketing company in pickleball.  With over 40 years of experience leveraging brands for events such as the Superbowl, World Series, NCAA March Madness, US open in tennis, the Olympics and many others, Pickleball Marketing Group isn’t just about pickleball.  Instead, the  Company’s expertise is how to leverage the sport and its 48 million users to bring your brand activation to life.