The sponsorship anchors the new “Hear to Win” campaign, bringing hearing health education and technology demonstrations to pickleball events nationwide.
Phonak US has announced an exclusive sponsorship with USA Pickleball as part of its nationwide “Hear to Win” campaign. The initiative, designed to encourage a proactive approach to hearing health, was announced at the American Academy of Audiology Annual Conference 2026 and will be implemented at major events across the country.
The partnership aims to engage the nearly 20 million pickleball players in the US, a demographic that prioritizes social and physical activity. Through this collaboration, Phonak intends to highlight the role of hearing in maintaining connection and overall well-being.
“Pickleball is all about connection through communicating with your partner, staying fully engaged in the moment and building community,” says Christine Jones, Sonova’s vice president marketing wholesale, US, in a release. “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.”
A central component of the sponsorship will be the Phonak Sphere Sound Lab, a courtside activation at select tournaments. The lab will offer attendees opportunities to participate in hearing technology demonstrations, learn about hearing protection, and connect with local hearing care providers.
The year-round partnership will also feature digital promotions, livestream integrations, and member communications within the USA Pickleball community. The campaign further includes digital hearing screenings, educational tools, consumer content on active lifestyles, and local hearing health events.
“Our community is passionate about staying active and healthy at every age,” says Christian Portaro, senior director of corporate partnerships at USA Pickleball, in a release. “Partnering with Phonak US helps us raise awareness of hearing health while enhancing the tournament experience for players and fans, especially during National Pickleball Month.”
The Hear to Win campaign launches this spring and will continue throughout the tournament season.
