Carvana can’t get enough of pickleball.

The online used-car retailer announced it has extended its title sponsorship agreement with the Professional Pickleball Association with a new multi-year deal.

Carvana’s association with the PPA Tour began in 2022, a partnership the company said “has helped propel pickleball to new heights as America’s fastest-growing sport.” The new deal will continue to feature events under the Carvana PPA Tour name and will also include “enhanced fan experiences”, expanded tournament coverage and increased prizes for players.

“Our partnership with the PPA Tour has exceeded expectations, reflecting the strength of our collaboration and our shared commitment to the sport’s growth,” Carvana co-founder and chief brand officer Ryan Keeton said. “As pickleball continues to unite communities across the country, we’re thrilled to keep supporting its passionate players and fans.”

Carvana said the PPA Tour has shown record growth since the beginning of the partnership, with more than 320,000 spectators attending events in 2024 and events aired on traditional and digital media channels. Those channels include Pickleballtv, a 24-hour pickleball network created through a partnership with Tennis Channel.

The tour now offers more than $30 million in prize money and payouts to more than 130 professional players, and its initiatives, including “Carvana’s Road to the Finals” sweepstakes, have increased fan engagement with events giveaways of vehicles to standout pros, amateur players and fans.

“The Carvana PPA Tour partnership has been instrumental in elevating professional pickleball to unprecedented levels,” PPA Tour founder and CEO Connor Pardoe said. “Carvana is the largest and most impactful sponsor of professional pickleball, and its investment in fan engagement and commitment to growing the sport aligns perfectly with our vision. Together, we’ve created a premier sports experience that continues to attract both top athletes and new enthusiasts to pickleball.”