• by Tanya Gazdik , July 13, 2022

Hyundai Motor America is recognizing the increasing popularity of a unique racket sport and is signing on as a sponsor.

The automaker is now the Official Automotive Partner of the Professional Pickleball Association Tour: Western Region, which includes California, Washington, Oregon, Nevada, and Hawaii. The sponsorship includes Hyundai vehicles being on display at tournaments.

Hyundai made its debut in the world of pickleball as the title sponsor of the 2021 Hyundai Masters. Now, the brand is embarking on a yearlong partnership with the PPA that will include representation at the Select Medical Cup, the Guaranteed Rate Championships, the Takeya Showcase, and this season’s Hyundai Masters once again.

The racquet sport, which resembles a combination of badminton, ping-pong and tennis, is played on a smaller tennis-like court. More than a half-million people have played since 2020 and participation in the sport has doubled since 2014, according to the Sports & Fitness Industry Association. It was even named the official sport of the state of Washington, where it was first created in 1965 by two couples with the sports equipment they had on hand. 

About 17% of players are 65 and older, while a third are under 25, according to the Sports & Fitness Industry Association's 2022 Pickleball Report, which surveyed 18,000 Americans on their participation in 100 sports and activities.

Pickleball has been the fastest growing sport in the country for the past two years, says Angela Zepeda, CMO, Hyundai Motor America. 

“We like the vision of the PPA and their goal to expose more and more people to the sport,” Zepeda says. 

The Professional Pickleball Association organizes events and rankings for the top male and female pickleball players in the world and awards almost $3 million in annual prize money. More than 20 events are scheduled in 2022.

The PPA Tour’s broadcast partners include FOX Sports, Tennis Channel, CBS Sports and ESPN.