AURORA, ILLINOIS — Phonak U.S. announced a new partnership with USA Pickleball as part of its nationwide “Hear to Win” campaign, an initiative focused on encouraging a more proactive approach to hearing health.
The campaign aims to raise awareness of the role hearing plays in overall wellness, particularly in maintaining social connection and engagement. Through the partnership, Phonak will bring hearing health education and technology demonstrations to pickleball players and fans at events across the United States.
The initiative was introduced at the American Academy of Audiology (AAA) Annual Conference 2026 and will be activated at major tournaments nationwide.
With nearly 20 million players in the U.S., pickleball represents a large and growing community of individuals focused on staying active and socially connected. Phonak stated that the partnership provides an opportunity to highlight the importance of hearing in supporting communication, confidence, and participation in everyday activities.
“Pickleball is all about connection through communicating with your partner, staying fully engaged in the moment and building community. 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.”
–Christine Jones, Sonova’s Vice President Marketing Wholesale, U.S.
Courtside Demonstrations and Engagement
A key component of the sponsorship is the Phonak Sphere Sound Lab, a courtside activation planned for select tournaments. The experience will allow attendees to explore hearing technology and learn more about hearing health through hands-on demonstrations.
- Hearing technology demonstrations
- Education on hearing protection and hearing care
- Opportunities to connect with local hearing care providers
Extending Reach Through Community and Digital Channels
The partnership also includes year-round engagement through tournaments, digital promotions, livestream integrations, and member communications across the USA Pickleball community.
Additional elements of the “Hear to Win” campaign include:
- Digital hearing screenings and educational tools
- Consumer content focused on hearing health and active lifestyles
- Community clinics and local hearing health events
Phonak stated that the combined in-person and digital efforts are intended to encourage individuals to take proactive steps in 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.
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 official National Governing Body (NGB) for the sport of pickleball in the United States. As a nonprofit 501(c)(3) organization, USA Pickleball is dedicated to preserving the integrity of the game while advancing its growth and development nationwide. The organization supports players, clubs, and communities by sanctioning premier tournaments, offering certified equipment testing, training referees, certifying facilities, and providing a wide range of educational resources.
USA Pickleball also maintains and updates the official rules of the sport, ensuring consistency and fairness at every level of play. Led by a Board of Directors and a dedicated national office staff, USA Pickleball delivers the infrastructure and strategic vision necessary to support the continued growth of the sport across the country.
Source: Phonak
