DUPR and Delaware Life Team Up to Fuel Growth of Pickleball

(April 11, 2024) – Delaware Life Insurance Company, a Group 1001 company and a leader in annuity and life insurance products, and DUPR (Dynamic Universal Pickleball Rating), today announced a long-term partnership dedicated to driving growth and innovation in pickleball.

Under the agreement, Delaware Life is the exclusive presenting sponsor of DUPR, pickleball’s leading data and technology platform. DUPR’s proprietary global rating system evaluates player performance based on match results to generate a real-time, reliable, and accurate assessment of a player’s skill level to provide a unifying language for the sport across age, gender, and location. Together, the organizations are partnering to drive grassroots pickleball engagement across the United States to introduce new players to the fastest-growing participatory sport and support the growth of DUPR’s amateur, collegiate, and minor league events.

"Pickleball is one of the fastest-growing sports embraced by individuals of all ages and aligns closely with our client base. This is just one of the reasons we’re teaming up with DUPR – to support the growth of this exciting game and provide new ways to engage with our clients and business partners," said Colin Lake, President and CEO of Delaware Life Marketing. "While our brands operate in different spaces, our missions are closely aligned. We’re both passionate and committed to delivering outstanding tools and services that empower our respective communities with information, insights, and opportunities to continue to grow and reach their full potential."

Delaware Life and DUPR will also collaborate on exciting level-based pickleball events and opportunities, leveraging DUPR’s vast network of clubs and organizations including Life Time, Ace Pickleball Clubs, and Dill Dinkers to enhance Delaware Life’s customer, employee, and partner engagement experiences.

"We are honored to partner with Delaware Life to not just support the growth of DUPR, but also the growth of pickleball overall. The growth and excitement around pickleball show no signs of slowing down, and now, with Delaware Life, we can enhance our efforts to bring more people into the game and build a global pickleball community connected by the world’s most accurate rating system," said Tito Machado, DUPR CEO.

Founded in 2021 as the analytics arm of Major League Pickleball and now operating independently, DUPR has quickly developed as the best-in-class global pickleball rating system used by amateurs, collegiate, and professional players alike to accurately assess skill level.

In 2024, the organization welcomed new board members and investors, including David Kass, tennis legend Andre Agassi, and others to support its mission of unifying the pickleball community with a common language through an accurate, global rating system.

Today, DUPR has over half a million users, a 20 percent month-over-month growth rate since its founding, and a presence in over 140 countries, including China, India, Germany, and the UK. The company's partners and supporters include The Picklr, JOOLA, Rally Republic, and many others.

To learn more about the partnership between Delaware Life and DUPR, please visit dupr.delawarelife.com.