New sponsorship brings immersive hearing experiences and education to players and fans of America’s fastest-growing sport
AURORA, Ill. – April 22, 2026 – Staying connected to conversations, to loved ones and to everyday moments is essential to living well at any age. Yet, hearing health is often overlooked as a key part of overall wellness. Today, Phonak, a global leader in innovative hearing solutions, announced the launch of its nationwide “Hear to Win” campaign, designed to inspire people to take a more proactive approach to their hearing and experience the confidence that comes with hearing clearly.
Anchoring the campaign, Phonak U.S. has entered an exclusive sponsorship with USA Pickleball, using shared experiences and community engagement to bring hearing health education and immersive technology
demonstrations directly to people across the country. The initiative was announced at the American Academy of Audiology Annual Conference 2026 and will come to life at major events nationwide.
With nearly 20 million players in the U.S., many of whom prioritize staying socially and physically engaged, the pickleball community represents an opportunity for Phonak U.S. to highlight the important role hearing plays in maintaining connection, confidence and overall well-being.
“Pickleball is all about connection through communicating with your partner, staying fully engaged in the moment and building community,” said Christine Jones, Sonova’s Vice President Marketing Wholesale, U.S. “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.”
Phonak Sphere Sound Lab: Courtside Hearing Experiences
A centerpiece of the sponsorship will be the Phonak Sphere Sound Lab, a hands-on courtside activation at select tournaments. Attendees can:
- Participate in hearing technology demonstrations
- Learn about hearing protection and hearing technology
- Connect with local hearing care providers
Engaging the Community
The partnership provides year-round visibility through tournaments, digital promotions, livestream integrations and member communications across the USA Pickleball community. The Hear to Win campaign also includes:
- Digital hearing screenings and education tools
- Consumer content focused on hearing health and active lifestyles
- Community clinics and local hearing health events
By combining live experiences with digital engagement, Phonak U.S. aims to inspire players and fans to take proactive steps toward protecting and improving their hearing.
“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 Hear to Win campaign launches this spring and will continue throughout the tournament season. For more information on Phonak U.S., visit www.phonak.com.
About Phonak
life is on. Since 1947, Phonak has been dedicated to improving the quality of life for people with hearing loss. Seventy-five years later, our passion for creating life-changing hearing solutions that help people thrive physically, socially, and emotionally remains. By offering the industry’s broadest portfolio of hearing solutions, we’re committed to creating a world where “life is on” for everyone.
At Phonak, innovation is not limited to products. We work to change the conversations surrounding people with hearing loss. We do this by fighting the stigma of hearing aids and creating an understanding of how hearing is connected to the broader context of healthy living.
About Sonova
Sonova is the global leader in innovative hearing care solutions, combining technology leadership, audiological expertise and a strong local presence to serve a growing number of people with hearing loss in more than 100 countries. The Group was founded in 1947 and is headquartered in Stäfa, Switzerland. As a vertically integrated company across its wholesale, retail and cochlear implants businesses, Sonova operates through the brands Phonak, Unitron, AudioNova and Advanced Bionics as well as recognized regional brands.
In the 2024/25 financial year, the Group generated sales of CHF 3.9 billion, with a net profit of CHF 547 million. Around 18,000 employees are working on achieving Sonova’s vision of a world where everyone enjoys the delight of hearing.
Sonova has a long-standing commitment to innovation and was ranked no. 12 among the most innovative companies in Europe in 2025 by Fortune magazine, selected from 300 companies across 21 countries and 16 industries.
For more information please visit www.sonova.com.
About USA Pickleball
USA Pickleball is the
