USA Pickleball Lands Sponsorship From Phonak

USA Pickleball has entered into an exclusive agreement with hearing aid maker Phonak’s U.S. division as part of the company’s “Hear to Win” campaign.

Pickleball, the fastest growing sport in the U.S. for several years running, now has nearly 20 million players in the United States alone, and Phonak aims to connect with that community to highlight the importance of hearing in maintaining connection and confidence.

A major part of the sponsorship will be the Phonak Sphere Sound Lab, which will be present at select pickleball tournaments and allow attendees to participate in hearing technology demonstrations, connect with local hearing care providers and more.

“Our community is passionate about staying active and healthy at every age,” said Christian Portaro, senior director of corporate partnerships at USA Pickleball. “Partnering with Phonak U.S. helps us raise awareness of hearing health while enhancing the tournament experience for players and fans, especially during National Pickleball Month.”

The initiative was announced at the American Academy of Audiology Annual Conference 2026. There was no information given on when activations will begin.

“Pickleball is all about connection through communicating with your partner, staying fully engaged in the moment and building community,” said Christine Jones, vice president marketing wholesale, U.S. for Sonova, which owns Phonak. “Through our partnership with USA Pickleball, we’re showing that better hearing is part of an active lifestyle. With our ‘Hear to Win’ campaign, we want players and fans to experience how today’s hearing technology can help them stay confident, competitive and connected both on and off the court.”