Pickleball Industry News
DUPR Powered by JOOLA
JOOLA has become title sponsor of the rating platform used by millions of players, putting an equipment brand's name directly on pickleball's competitive infrastructure.
Illustration: Pickleball.BZ
The Announcement
The pickleball industry is seeing another significant partnership. Equipment manufacturer JOOLA is the new title sponsor of Dynamic Universal Pickleball Rating (DUPR), introducing the brand identity "DUPR powered by JOOLA."
Announced October 22, 2026, the expanded deal pairs one of the sport's major equipment manufacturers with the rating platform used by millions of players, clubs, tournaments and professional organizations worldwide. It expands an existing relationship between the two companies.
What It Means for Players
The most immediate benefit is for DUPR+ members. Annual DUPR+ members in eligible countries receive a $30 JOOLA gift card redeemable toward JOOLA products. Because the annual membership costs $19.99, the gift card's advertised value exceeds the price of the subscription.
Membership price vs. gift card value
The gift card is redeemable toward JOOLA products only, so it works as an equipment credit rather than a refund.
DUPR+ also provides premium features and performance analytics intended to help players understand their game and track their development. The incentive gives players another reason to subscribe while linking DUPR's rating services to JOOLA's equipment business.
Building on an Existing Relationship
October's announcement is not where this partnership began. The title sponsorship is the third major step in 2026.
JOOLA became presenting sponsor of the DUPR College Pickleball Tour, supporting collegiate pickleball and a competitive pathway for student-athletes.
The HC-40 became the official ball for DUPR-operated and sanctioned competitions, including Minor League Pickleball, collegiate competitions and DUPR's high school programs.
JOOLA's name now sits directly on the rating platform itself as "DUPR powered by JOOLA."
Why It Matters to the Industry
DUPR has become part of the sport's competitive infrastructure. Ratings are used to organize tournaments, set divisions, track development and help players find opponents at the right level. The platform is used across major organizations, including USA Pickleball, the Professional Pickleball Association (PPA) and Major League Pickleball (MLP).
For JOOLA, the deal buys visibility among recreational and competitive players who check DUPR regularly. For DUPR, it creates a closer tie between its technology platform and the equipment players use on court.
What Comes Next
The financial terms and length of the title sponsorship have not been publicly disclosed in the companies' announcement. Open questions include how the branding will show up across DUPR's products and events, and how the gift card offer will be rolled out beyond the eligible countries.
As pickleball grows across recreational, collegiate and professional play, relationships among equipment makers, rating platforms and tournament organizers are likely to matter more. For players, the takeaway is the new JOOLA benefit with eligible annual DUPR+ memberships. For the industry, the bigger story is the deepening commercial tie between two organizations shaping the sport.
FAQ
What is "DUPR powered by JOOLA"?
The new brand identity for the DUPR rating platform after JOOLA became its title sponsor, announced October 22, 2026.
What do annual DUPR+ members get?
Members in eligible countries receive a $30 JOOLA gift card redeemable toward JOOLA products. The annual membership is $19.99.
Which competitions use the JOOLA HC-40?
DUPR-operated and sanctioned competitions beginning September 1, 2026, including Minor League Pickleball, collegiate competitions and DUPR's high school programs.
How much is the sponsorship worth?
Financial terms and length have not been publicly disclosed in the announcement.
Sources & Further Reading
- DUPR official announcement: JOOLA Named Title Sponsor of DUPR – Introducing DUPR Powered by JOOLA (dupr.com)
- JOOLA official announcement: JOOLA Named Title Sponsor of DUPR (joola.com)
- JOOLA HC-40 partnership: JOOLA HC-40 Named Official Ball of DUPR
- College Pickleball partnership: JOOLA Named Presenting Partner of the College Pickleball Tour