This Week’s RADL Wire Recap - From center court to the boardroom, racquet sports are attracting big moves and bold partnerships. In this week’s issue, we explore how top healthy lifestyle brands like Life Time, Humana, and Michelob ULTRA are embracing pickleball as a powerful platform for wellness, connection, and active living. On the tennis front, Tennis Channel locks in long-term rights deals with both the ITF and WTA, expanding global access to marquee events like the Billie Jean King Cup and WTA Finals. Plus, the ITF names ATP veteran Ross Hutchins as its next CEO, signaling a new era of strategic leadership across international tennis.

In The News:

• World Racquets Conference Heads to Hawaii

• Tennis Channel locks up media rights

• New CEO at ITF

Healthy Lifestyle Brands Embrace the Pickleball Boom

As pickleball surges in popularity, health-focused brands are aligning with the sport to promote wellness, community, and active living. Life Time, Inc., a leading healthy lifestyle brand, has expanded its investment in pickleball by developing the LT Pro 48 Pickleball, now the official ball of the Carvana PPA Tour. Designed by Life Time CEO Bahram Akradi and his engineering team, the ball addresses common frustrations with performance and durability, underscoring the brand’s commitment to elevating the sport for all levels of play.

“Pickleball is more than a sport—it’s a global movement,” said Akradi. “We engineered a ball that bounces truer and lasts longer.”

Humana has also stepped onto the court with its new “Invite” campaign, encouraging older adults to stay active and socially connected through pickleball. The campaign debuted with a TV spot during the PPA Tour’s San Clemente stop and is part of a larger push to promote healthy aging and inclusive community engagement.

“Pickleball is a gateway to better health, new friendships, and joyful movement at any age,” said Humana CMO Jennifer Ilecki.

Even lifestyle beverage brand Michelob ULTRA is tapping into the trend with a Super Bowl campaign starring Willem Dafoe and Catherine O’Hara as unexpected pickleball champs, showcasing the sport’s intergenerational appeal and laid-back fun.

Brands are embracing pickleball not just as a sport, but as a shared platform for wellness, connection, and purpose.

INDUSTRY NEWS

World Racquets Conference Heads to Hawaii

The annual World Racquets Conference will take place this year in Kona, Hawaii, from September 21–25, 2025, bringing together leaders and professionals from across the global racquet sports community. Hosted by the Racquet Sports Professionals Association (RSPA), the conference will feature educational programming, networking events, and social activities set against the scenic backdrop of the Big Island.

The primary host venue, the Outrigger Kona Resort & Spa, has limited room availability remaining for September 20–23 at the discounted conference rate of $269 per night (ocean view). Additional rooms have been secured at the Courtyard King Kamehameha’s Kona Beach Hotel, located seven miles from the conference site, at a rate of $262 per night (resort view). Guests at both hotels will enjoy a variety of resort amenities, including welcome drinks, court time, beach gear rentals, and cultural activities.

Tennis Channel Renews ITF Deal, Expands Global Reach for Team Competitions

Tennis Channel has extended its long-standing partnership with the International Tennis Federation (ITF) through 2027, securing exclusive U.S. media rights for the Billie Jean King Cup and Davis Cup. The renewed deal also expands Tennis Channel’s international footprint, granting it broadcast rights in key European markets including Spain, Germany, and the UK. This marks the first time the Billie Jean King Cup will air in Spain—an important milestone for growing women’s tennis globally. With elite players like Pegula, Osaka, and Raducanu expected to compete in this year’s Finals, the partnership underscores a shared commitment to spotlighting international team tennis and expanding its global fanbase.

WTA and Tennis Channel Extend Partnership Through 2032

WTA Ventures and Tennis Channel have inked a landmark six-year media rights deal, ensuring Tennis Channel will remain the exclusive U.S. home of WTA tennis through 2032. The agreement covers all international WTA 1000, 500, and 250 events, as well as the season-ending WTA Finals, with continued domestic coverage through separate deals. The renewed partnership reflects growing fan interest—especially among younger viewers—and promises expanded coverage, increased streaming access, and continued weekly Women’s Day programming on TennisChannel 2. With U.S. stars like Coco Gauff leading the charge, this deal marks a major investment in the future of women’s tennis and its rising commercial value.

Ross Hutchins Named New CEO of the ITF

The International Tennis Federation has appointed Ross Hutchins as its next Chief Executive Officer, effective October 2025. A former pro player, Olympian, and ATP executive, Hutchins brings over two decades of tennis and leadership experience to the role. Currently serving as ATP’s Chief Sporting Officer, he will now lead the ITF’s global strategy, overseeing marquee events like the Davis Cup, Billie Jean King Cup, and Olympic tennis programs, as well as grassroots tours including Juniors, Wheelchair, and Beach Tennis. Hutchins succeeds Kelly Fairweather and is tasked with driving the ITF’s long-term vision to grow tennis worldwide across all levels of the game.

ICYMI: RacquetDesk Announces Seamless Integration with Track Tennis