DUPR+ members in eligible countries will receive a $30 JOOLA gift card, worth more than the cost of an annual membership, under the new “DUPR powered by JOOLA” banner.
JOOLA’s name is now attached to pickleball’s most widely used rating system. DUPR (Dynamic Universal Pickleball Rating) has named the equipment brand its new title sponsor, rebranding the platform as “DUPR powered by JOOLA” in a deal that significantly deepens a relationship the two companies already shared.
The most immediate benefit goes straight to players. Members of DUPR+, the platform’s premium tier, in eligible countries will now receive a $30 JOOLA gift card that can be used toward any JOOLA product. With an annual DUPR+ membership priced at $19.99, the gift card alone is worth more than the cost of signing up, before counting the advanced analytics and other premium features the membership already includes.
The title deal is the latest step in a partnership that has been building throughout the year. JOOLA already serves as title sponsor of the DUPR College Pickleball Tour, and earlier in 2026 its HC-40 ball was named the Official Ball of DUPR for all DUPR-operated and sanctioned competition, including Minor League Pickleball and College Pickleball.
DUPR CEO Tito Machado framed the agreement around value for players at every level, pointing out that the gift card exceeds the price of the membership itself. JOOLA President and CEO Richard Lee described the two brands as chasing the same goal from different directions: DUPR shows players where their game stands, and JOOLA provides the equipment to help them take it further.
For JOOLA, the move puts its brand inside the system players rely on to track and measure their progress. DUPR rates players on a 2.000–8.000 scale and serves as the official rating for a long list of organizations, including USA Pickleball, the Global Pickleball Federation, the United Pickleball Association, the PPA Tour, Major League Pickleball, Pickleball.com, Life Time, The Picklr, the National Team Pickleball League and the National Pickleball League. DUPR also owns and operates Minor League Pickleball and the College Pickleball Tour, two of the sport’s largest amateur leagues.
Founded in 1952, JOOLA built its reputation in table tennis before becoming one of the biggest equipment names in pickleball. Its athlete roster includes Ben Johns, Anna Bright, Federico Staksrud, Tyson McGuffin and table tennis star Hugo Calderano.
Details on the partnership and the full list of DUPR+ membership benefits are available at dupr.com/duprplus.
