Carvana and PPA Tour Extend Groundbreaking Partnership with Multi-Year Renewal to Fuel Pickleball’s Continued Rise
Carvana (NYSE: CVNA), the pioneering e-commerce platform revolutionizing how consumers buy and sell used vehicles, and the Professional Pickleball Association (PPA Tour), the premier organizing body for professional pickleball, have announced an extension of their landmark title sponsorship agreement. The renewed, multi-year deal marks a significant milestone in the partnership, which began in 2022 and has since played a crucial role in elevating pickleball from a growing pastime into a nationally recognized competitive sport.
The collaboration between Carvana and the PPA Tour has not only delivered exponential growth for the sport, but it has also set a new standard for corporate sponsorships in emerging athletic markets. With the sport of pickleball now widely recognized as the fastest-growing sport in the United States, this continued partnership reflects a shared commitment to shaping its future trajectory.
A Natural Synergy Between Innovation and Community
“At Carvana, we pride ourselves on breaking down barriers and creating seamless, community-driven experiences,” said Ryan Keeton, Co-Founder and Chief Brand Officer of Carvana. “Our collaboration with the PPA Tour reflects these values perfectly. What began as a strategic sponsorship has evolved into a dynamic partnership that empowers athletes, excites fans, and introduces millions to a sport that’s becoming a cultural phenomenon.”
Keeton emphasized that this renewed commitment is rooted in shared values: innovation, inclusivity, and engagement. “Pickleball is more than just a sport; it’s a movement that connects people of all ages and backgrounds. We’re proud to be part of its journey and to continue investing in its long-term success,” he added.
Accelerating the Growth of Professional Pickleball
Since the inception of their partnership, the Carvana PPA Tour has posted record-setting growth across nearly every metric. The 2024 season alone attracted more than 320,000 in-person attendees across a nationwide slate of events, while digital and broadcast coverage brought the sport into millions of homes. The PPA Tour’s footprint has expanded significantly, drawing increased viewership from both longtime enthusiasts and new fans discovering the sport for the first time.
One of the most impactful areas of growth has been in player compensation. With the financial backing provided by Carvana’s title sponsorship, the PPA Tour has been able to dramatically boost player earnings. More than $30 million in prize money and payouts have been distributed to over 130 professional players, creating unprecedented opportunities for athletes pursuing full-time pickleball careers.
“We’re thrilled by what we’ve accomplished in just a few short years,” said Connor Pardoe, Founder and CEO of the PPA Tour. “Carvana’s support has been absolutely instrumental. They are the largest and most influential sponsor in the history of professional pickleball. Their investment has enabled us to dream bigger, reward our athletes more generously, and bring an elite sporting experience to fans across the country.”
Pardoe highlighted that the sponsorship extends far beyond branding. “Carvana gets what makes this sport special. They don’t just want to put their name on a banner—they want to make meaningful contributions to the sport’s evolution. That’s exactly what they’ve done.”
Pushing Boundaries in Sports Media and Technology
One of the standout achievements of the Carvana-PPA alliance has been its innovative approach to sports broadcasting. In collaboration with the Tennis Channel, the PPA Tour helped launch Pickleballtv, a 24-hour television network dedicated entirely to pickleball. This groundbreaking media initiative has played a pivotal role in bringing the sport to wider audiences, offering around-the-clock match coverage, expert commentary, player interviews, and original programming.
Pickleballtv has transformed pickleball into a household name, drawing in both hardcore fans and casual sports viewers. With national distribution and a growing library of content, the network has become a cornerstone of the sport’s rapidly expanding media presence.
“The launch of Pickleballtv was a turning point,” said Keeton. “It showed what’s possible when you combine media innovation with a passion for storytelling and community. This kind of visibility is crucial for the sport’s continued growth, and we’re proud to help lead the way.”
Creating Meaningful Fan Experiences
The renewed partnership will also expand the Carvana PPA Tour’s focus on delivering immersive and memorable experiences for fans and amateur players. Carvana has already made a significant impact in this area with unique engagement campaigns such as “Carvana’s Road to the Finals,” a fan-focused initiative that included contests, giveaways, and unforgettable surprises—including gifting vehicles to standout amateur and professional players.
In 2025, the Tour plans to elevate this aspect of the partnership with even more dynamic activations, enhanced amateur participation opportunities, and localized community events at each tournament stop. These activations are designed to deepen the connection between fans, players, and the sport itself.
“Our goal is to make every Carvana PPA Tour stop feel like a celebration of pickleball,” said Pardoe. “From elite-level competition to family-friendly activities, we want everyone to walk away feeling inspired and connected.”
Looking Ahead: A Bigger and Better 2025
With the multi-year renewal now official, the Carvana PPA Tour is gearing up for what promises to be its biggest and most impactful year yet. The 2025 calendar will feature more than 20 marquee tournament stops in cities across the United States, each event showcasing top-tier professional play alongside expanded amateur divisions, community outreach initiatives, and upgraded fan experiences.
From live entertainment and food festivals to youth clinics and celebrity exhibitions, the events will deliver a holistic celebration of sport and community. Enhanced digital engagement strategies, including live streaming, real-time stats, and interactive fan polls, will keep audiences engaged both on-site and at home.
As pickleball continues to climb the ranks of American sports culture, Carvana and the PPA Tour remain at the forefront of its professionalization and popularization.
A Model for Modern Sports Partnerships
The success of the Carvana and PPA Tour collaboration serves as a compelling case study in how corporate sponsors can do more than just fund events—they can actively shape and accelerate a sport’s growth. Through sustained investment, innovative thinking, and a genuine connection to the sport’s community, Carvana has emerged not just as a sponsor, but as a catalyst for transformation.
“Together, we’ve created something truly special,” said Keeton. “But we’re just getting started. The best is yet to come.”
As the 2025 Carvana PPA Tour prepares to launch its most ambitious season to date, the message is clear: pickleball’s moment is here—and with Carvana’s continued support, that moment is poised to last.
About Carvana
Carvana’s mission is to change the way people buy and sell cars. Since launching in 2013, Carvana has revolutionized automotive retail and delighted millions of customers with an offering that is fun, fast, and fair. With Carvana, customers can find a car, get financing, trade in, and complete a purchase entirely online with the convenience of delivery or local pick-up as soon as the same day. Carvana’s unique offering is powered by its passionate team, differentiated national infrastructure, and purpose-built technology.
For more information, please visit www.carvana.com.
About Carvana PPA Tour
Founded in 2019, the Carvana PPA Tour is where pickleball’s top athletes go head-to-head to determine the best male and female players in the world. The Carvana PPA Tour organizes and conducts tournaments at world-class facilities across the country, establishes player rankings, and showcases the world’s best pickleball week in and week out. Inviting amateur players to also compete and “play where the pros play,” the Carvana PPA Tour offers divisions for every age group and skill level. Characterized by a uniquely festive and fun atmosphere, Carvana PPA Tour events deliver unparalleled experiences for fans on-site, including pro player meet-and-greets, clinics, food, beverages, live entertainment, giveaways, games, shopping, and VIP upgrades. For more information, go to www.ppatour.com, and follow us on social: Twitter, Instagram, YouTube, Facebook, and LinkedIn.
