Pickleball’s rapid growth in the United States is increasingly attracting attention beyond the sporting world, with brands and healthcare organizations now using the sport to reach active and aging communities. Hearing care company Phonak has partnered with USA Pickleball to launch a nationwide awareness initiative focused on hearing health and active lifestyles.
According to a report by Hearing Health Matters, the campaign, titled “Hear to Win,” was announced during the American Academy of Audiology Conference 2026 in San Antonio.
The initiative aims to encourage people to take a more proactive approach to hearing care by linking hearing health with communication, social interaction and sports performance.
Speaking during the conference, Christine Jones, Vice President of Marketing, Wholesale US at Sonova, discussed how the partnership plans to use pickleball’s popularity to connect with consumers across the country.
With nearly 20 million pickleball players in the United States, the campaign will include tournament activations, hearing screenings, product demonstrations and outreach programs designed to connect players with local hearing-care providers.
The report added that the initiative also seeks to position hearing technology as an important tool for both athletic performance and everyday communication, particularly in social and high-energy environments.
As pickleball continues to expand across the US, the sport is increasingly becoming a platform for brands, wellness campaigns and community engagement efforts beyond competition itself.
