Velocity is a vector quantity, having both magnitude (speed) and direction. Momentum is mass multiplied by velocity (p = mv), so it is also a vector quantity. When a ball bounces, its downward velocity just before impact changes to an upward velocity just after impact. Even if the speed remains the same (in a perfectly elastic collision with no energy loss), the change in direction causes a significant change in the velocity vector, and thus a sudden change in the momentum vector.