QVC Inks Multi-Year Deal with USA Pickleball
Pickleball is seemingly everywhere, and now the shopping channel is looking to connect with women on a new level as the sport emerges as one of the most played among those aged 50 and over
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QVC has partnered with USA Pickleball, crowning the renowned shopping channel as the exclusive retail industry and broadcast partner of USA Pickleball in a bid to engage Gen X women.
Considered America’s fastest-growing sport and its social aspect, pickleball has found a massive audience of players – over 36.5 million, according to data released last year by the Association of Pickleball Professionals.
The partnership offers viewers a fresh way to experience pickleball, with behind-the-scenes content and exclusive livestream coverage of the 2024 Biofreeze USA Pickleball National Championships. The event airs from November 9-17 at the Arizona Athletic Grounds.
“At QVC, we’re leading the way in changing how retail and entertainment see women over 50, empowered and full of possibility, and celebrating this next chapter in their lives as the age of possibility along with our Q50 ambassadors, like Jennifer Dawson,” said Annette Dunleavy, QVC’s VP of brand Marketing and a Q50 Ambassador. Dawson, a former tennis pro and coach, is the world’s first-ever Triple Crown professional pickleball champion.
“We’re always looking to support women 50+, and pickleball is quickly becoming one of the most played sports among this age group,” Dunleavy continued.
QVC has also launched a new page featuring a variety of pickleball gear, including activewear.
“Having our 2024 USA Pickleball Biofreeze National Championships streamed on the QVC+ and HSN+ streaming experience is an opportunity to showcase the incredible talent of our members and bring the excitement of pickleball to the global stage,” USA Pickleball CEO Mike Nealy said.
Pickleball Takes Over
While luxury athletic country club operator Life Time has invested heavily in pickleball (and recently filed a patent to develop the perfect ball) other brands have emerged to satisfy the demand for courts–perhaps having taken note of a 2023 pickleball infrastructure report that revealed interest in the sport outpaces the amount of courts available.
Since then, indoor pickleball franchises have gained steam. The Picklr, one indoor-based pickleball franchise backed by Drew Brees, announced a multi-year partnership with Wingfield last month. The collaboration brings advanced, AI-powered video and data tracking systems to all its locations so players can take their game to the next level.
Even high-value, low-price gym operator Crunch Fitness has found a way to dabble in the pickleball craze. Over the summer, Crunch Fitness and racket sports booking platform Break the Love piloted a pickleball-focused group fitness class.
New York City is also getting a new pickleball facility this month. PKLYN is hosting the grand opening of its new state-of-the-art pickleball center and gathering space in Brooklyn on Oct. 6, serving as a community hub with five courts, multiple lounges, event spaces, and food. Behind the project is founder and managing partner David Friedman, who forged a local community of pickleball players during the pandemic. PKLYN offers a rotating programming schedule, leagues for all levels, tournaments, open play nights, clinics, and private lessons.
Shop USA Pickleball Approved Finds
Credit: QVC VORTExX 8-Pc Deluxe Pickleball Set with 2 Paddles, $77 at QVC
Credit: QVC ROKNE Curve Classic RAW, $100 at QVC
Credit: QVC ROKNE Curve Classic LTE, $80 at QVC
