Challenge
Zimmer Biomet, a global leader in medical device technology, took on the challenge of entering the world of direct-to-consumer marketing by sponsoring pickleball tournaments that feature professional players and attract hundreds of attendees. By partnering with the APP Tour, PPA Tour, and USA Pickleball, Zimmer Biomet aimed to engage both athletes and spectators. Their mission was clear—to educate this new audience about joint pain solutions, emphasizing how Zimmer Biomet's products could help alleviate discomfort and improve quality of life. Their rallying cry, "Get Back in the Game!" encouraged participants to take control of their joint health and enjoy an active lifestyle free from pain.
Approach
To bring their vision to life, Zimmer Biomet partnered with Hamilton to maximize their sponsorship opportunities. This included creating a standout presence at more than 20 pickleball tournament tour stops across the United States. Zimmer Biomet served as the official medical device partner for the tours, granting them exclusive opportunities for branding and consumer engagement. At each location, a branded event structure was deployed. This outdoor environment allowed Zimmer Biomet representatives to connect with attendees, answer questions, and provide detailed information about their solutions for joint pain. The environment’s unique and polished design helped Zimmer Biomet stand out visually, making it an inviting destination amidst the crowd of tents.
Beyond the branded event structure, Zimmer Biomet’s sponsorship also established a prominent presence on and around the courts. Branded signage placed in high-visibility areas ensured that both players and spectators were frequently exposed to the Zimmer Biomet name throughout the tournaments. This comprehensive approach not only allowed them to engage directly with consumers but established brand awareness at multiple touchpoints during the tours.
Results
Zimmer Biomet’s strategic sponsorship of pickleball tournaments was a success, reaching an active, health-conscious audience and reinforcing their position as a leader and innovator in the medical device industry. Their direct-to-consumer approach allowed them to reach a new target market, creating meaningful brand awareness and positioning themselves as a trusted resource in joint pain management. Zimmer Biomet’s innovative branded environment stood out, elevating their presence during the tour, driving engagement, and showcasing their expertise in joint pain management. The result was a deeper level of engagement with attendees and greater interest in the solutions Zimmer Biomet provides. This initiative not only generated awareness with a new audience but also reinforced their commitment to helping people "Get Back in the Game!"
