Pickleball Serves Up More Than Dinks: USA Pickleball’s Campaign for Social Change Shows Sport’s Wide-Ranging Impact
Pickleball has often been celebrated for its open-for-all nature. It’s a game where teenagers, retirees, and everyone in between can share the same court, laugh through rallies, and find community in the rhythm of play. Now, that very inclusivity is being harnessed for something bigger—health protection.
Sanofi has partnered with USA Pickleball to launch Serve Up Protection, a campaign designed to reach older adults with vital education about COVID-19 prevention. At its heart is NUVAXOVID™, the only protein-based, non-mRNA COVID-19 vaccine currently approved by the US Food and Drug Administration.
Why Pickleball?
The choice of pickleball is no accident. The sport has become a lifeline for older adults who want to stay active, social, and connected. Yet, despite their enthusiasm on court, many remain hesitant about vaccination. Nearly 70% of adults aged 65 and above are still unvaccinated, often due to concerns about side effects or confusion over evolving health guidance.
“Concerns about potential vaccine side effects can be a barrier to vaccination for older adults, who don’t want disruption in their daily lives and hobbies,” explained Sriram Jambunathan, Head of Marketing & Commercial Strategy, US Vaccines at Sanofi. “By teaming up with USA Pickleball on Serve Up Protection, we’re educating older adults that NUVAXOVID can help provide powerful protection against COVID-19 with manageable side effects.”
Pickleball’s strength lies in its community. Clubs, leagues, and casual groups have sprung up across the United States, creating spaces where health messages can be shared naturally. Christian Portaro, Vice President of Partnerships at USA Pickleball, emphasised this point: “As pickleball continues to attract players of all ages, we’re proud to work with Sanofi on the Serve Up Protection campaign to provide education and resources that empower individuals to make informed decisions about their health. By helping players better understand risk and prevention options, we’re supporting their ability to stay active, connected, and on the court.”
Beyond the Court
The campaign will roll out across multimedia platforms, trusted pickleball voices, and fan experiences at major events—including USA Pickleball’s National Championships in San Diego this November. It’s a strategy that recognises pickleball as more than just a sport; it’s a cultural touchpoint where health, fitness, and social connection intersect.
Pickleball’s accessibility—low cost, low barrier to entry, and low risk—makes it an ideal vehicle for public health initiatives. It’s a sport that thrives on inclusivity, and that same spirit is now being channelled into protecting vulnerable communities.
By leveraging pickleball’s open-for-all ethos, Serve Up Protection is not only encouraging vaccination but also reinforcing the idea that sport can be a powerful tool for social impact. It’s a reminder that the game’s greatest strength isn’t just in its rallies or scores—it’s in the way it brings people together, and now, in the way it can help keep them safe.
