Sports sponsorships are a big undertaking, but they often pay off with improved brand equity metrics. To help shift brand perception, AARP chose an unexpected sports sponsorship with the Association of Pickleball Players (APP) to promote healthy aging — leveraging pickleball’s popularity among older adults. In this case study, we describe how AARP built up its brand relevance through a sports sponsorship based on strong alignment, co-creation, amplified activation, and the right measures.