CHARLOTTESVILLE, VA (CVILLE RIGHT NOW) – The Alzheimer’s Association is kicking off Alzheimer’s and Brain Awareness Month with its annual pickleball tournament Saturday.

For the fourth straight summer, the Central and Western Virginia chapter of the Association, is hosting the event at the Greencroft Club in Charlottesville. The club, in cooperation with sponsors CBS19 and Sir Speedy, cover all the operating cost for the tournament, allowing 100% of the money raised to go the Longest Day campaign, the association’s fundraising drive to finance the non-profit organization’s work in Alzheimer’s care, support and research, said Emily Rosenberger, senior manager for the Longest Day.

“We’re so grateful for the continued partnership with them,” Rosenberger said. “Every single dollar is going back to the association.”

Last year’s event raised $2,200, Rosenberger said. Greencroft director of racquet sports Jim Kucera said there are 16 teams currently registered to compete for Saturday. The club will also offer food and beverage service for participants and spectators during the event.

Kucera said hosting the tournament can bring positive exposure to the club, which opened its 8-court pickleball facility in 2021 and added a padel court in 2023, but that the main impetus is to support a worthy cause.

“We want to serve the community and be a vessel for amazing organizations like the Alzheimer’s group,” said Kucera, the club’s pro since 2024. “This is such a family-based organization, being a member-owned club. Serving the community and doing things that create fellowship and community are really important.” 

Saturday’s event is the first in a string of activities the Alzheimer’s Association will be running locally for the awareness month, a list that also includes an event at Three Notch’d Brewery in Nellysford at 3 p.m., celebrating a team of hikers who are raising money by hiking a portion of the Appalachian Trail.

Among the services the association provides is a 24-hour helpline for people dealing with Alzheimer’s or other brain diseases, and for family members and care givers. The number is 1-800-272-3900.

“People are encouraged to reach and seek help from the organization,” Rosenberger said.

The association, which also funds local research through the University of Virginia, can accept direct donations at its website, www.Alz.org/thelongestday